American Airlines struggles to stand out versus other airlines

American Airlines (AA) is a strong global brand but in the UK it struggles to cut through compared to BA & Virgin. We wanted to focus on the small but lucrative transatlantic Business Class market, to increase purchase intent amongst these most frequent of flyers.

AA’s transatlantic flights give travellers the most connected experience, with on-board wi-fi being at the very heart of this offering. We wanted to give business travellers a taste of this connected experience while in motion.

A year’s hard work to develop the required tech.

It took us a year to develop the tech that made this campaign possible. Ubiquitous had to upgrade the taxis’ onboard technology using GPS & RFID, while Mobsta had to build the API connections between the cabs and people’s smartphones.

Once the tech was sorted, we wrapped 85 taxis (along with tip-on seats and receipts) that were based around Canary Wharf and The City. As well as physically wrapping them we virtually wrapped them to: geo-fencing them as they moved.

We identified exposed devices by connecting to the Taxi API platform enabling the taxi GPS to be geo-fenced, and capturing device IDs within this moving geo-fence. We used a

demographic overlay to ensure we only targeted devices in our target audience. We then retargeted these devices with a unique kind of location-informed sequential messaging.

34% increase in purchase intent

People exposed to both taxis and mobile advertising increased their purchase intent by 34% & their brand familiarity by 20%.

We also achieved a significant amount of PR coverage for this in the UK and US, resulting in a very happy client