JetBlue — You Above All
MullenLowe Boston, 2015 - 2017
JetBlue has always been committed to bringing humanity back to air travel. But the competition outspent it by as much as 6x. To earn an unfair share of attention, we ran low budget social experiments to inspire humanity and awaken economy-class travelers to a better experience. The You Above All sustained campaign took flight with a fresh, authentic and witty voice that crossed over from forgettable corporate platitudes into a simpler, more democratic brand world.
The FlyBabies campaign got people to see a baby on a plane not as a negative but as a benefit. It generated $1.9M earned PR value (4x campaign spend) and lifted consideration among parents by 15pp. It also won two Effie Silver awards in 2017. The Reach Across the Aisle campaign reminded us to set aside differences for the sake of the greater good. It generated $1.3M earned PR value (4x campaign spend) and an Effie Bronze award in 2017.
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Drive loyalty beyond reason. Increase ticket revenue and outpace the industry without discounting.
The competition outspent JetBlue by as much as 6x.
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JetBlue was less convenient in a category dominated by rational drivers of price, destination and schedule.
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People tolerate a level of treatment on planes that they do not tolerate elsewhere.
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Get economy-class travelers who don’t fly enough to enjoy “status” to realize that they deserve better.
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Surpassed ticket revenue targets, outpaced industry consistently YOY
Increased brand commitment consistently YOY
Winner: Effie Gold - Sustained Success, 2017
FlyBabies
Reach Across the Aisle