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JetBlue Airways
Reach Across the Aisle

RAN IN: United States

CLIENT
JetBlue Airways

AGENCY
MullenLowe U.S. *Lead Agency


MullenLowe MediaHub *Lead Agency


SUMMARY

In politics, when opposing sides come together to reach a higher goal, it's called “reaching across the aisle.” To demonstrate what people are capable of when they set differences aside, JetBlue put a plane full of complete strangers to the test: Embrace compromise and unanimously agree on a single destination to win round-trip tickets to that destination. Our attention-grabbing experiment increased consideration and commitment for JetBlue, earning $1.37MM in media, and inspiring us all for just $305K in campaign spend.

CASE VIDEO


Hero Medium: CONSUMER INVOLVEMENT/USER GENERATED

Medium Featured On Video: INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);SOCIAL MEDIA

Audience: Men and Women 25-54

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: Regional;National

Language: English