#NYCTakeoff
JetBlue Airways
Issue 37 | December 2015
Agency
Mullen Lowe
Creative Team
Chief Creative Officer Mark Wenneker Executive Creative Director Tim Vaccarino Executive Creative Director Dave Weist VP, Creative Director Enrique Camacho VP, Associate Creative Director Pete Shamon Associate Creative Director/Technologist Joe Palasek Senior Art Director Pier Madonia Art Director Lisa Della Piana Copywriter Sarah Schmid Designer Han Na Jung Designer Alyssa Cavanaugh Designer Tony Frusciante
Production Team
Production Supervisor Kristine Ring-Janicki Content Producer Eric Skvirsky Editor and Videographer Nick Brecken Assistant Editor and Videographer Jake Stafford Project Manager Molly McKeown
Other Credits
SVP, Group Account Director Drayton Martin VP, Account Director Meredith Frisco Senior Account Executive Vishal Chandawarkar Strategic Planning Director Ellie Gogan-Tilstone SVP, Group Digital Director Jade Watts Media Supervisor Kelly McGowan Media Planner Lauren Meyers SVP, Account Director PR Jaclyn Ruelle Account Director PR Megan Oxland Assistant Account Executive PR Kelsey Labrot
Date
October 2015
Background
Because JetBlue's headquarters were in the borough of Queens, it was fitting that they called themselves 'New York's Hometown Airline'.
They wanted to reach out to New Yorkers and remind them of this affinity but they had only a fraction of the budgets the big airlines have.
Idea
The campaign set out to reward city-dwellers in five boroughs who actually paid attention to JetBlue's ads. What they did was to hide swag in plain sight. Prizes ranged from free ice-cream at Brooklyn's Blue Marble to tickets to see the New York Jets play with a round-trip flight.
The catch? New Yorkers had to steal the ads to get the reward.
Results
Speaking of theft, on a small, regional out-of-home budget with a 30-day media run, the campaign managed to steal more than 65 million earned media impressions worldwide.
Our Thoughts
“Very cool. Outdoor that’s interactive and with an offer, love it.” (Matt)
Yep, agree with that. Interactive isn’t just online. You probably have to have the brass neck of a typical New Yorker to rip off a poster and tuck it under your arm to use as a coupon for a freebie somewhere else in the city.
In the video, there’s a sweet shot of a girl getting on the bus with her 6-sheet flapping around her as she heads off for a free ice-cream.