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JetBlue Airways
You Above All

RAN IN: United States

CLIENT
JetBlue Airways

AGENCY
MullenLowe U.S. *Lead Agency


MullenLowe MediaHub *Lead Agency


SUMMARY

In a category where choice is defined by rational factors, the 'You Above All' campaign galvanized the JetBlue brand around a powerful insight people tolerate a level of treatment on planes that they wouldnt tolerate elsewhere. Despite 3.2% market share and being outspent by competitors, the campaign punctured the indifference of marginalized flyers and reminded them they deserve better, delivering 11% YOY revenue growth and increasing brand commitment by 17pp to 65% vs. a category average of 37%.

CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;GUERILLA;INTERACTIVE/ONLINE;MOBILE/TABLET;OOH;PR;PRINT;TV

Audience: Men and women 25-54

Objectives: Build brand equity

Type: Business to Consumer

Classification: Local;Regional;National

Language: English