Design > Graphic Design & Design Crafts

LIVE FREE OR FLY

MULLEN, Boston / JETBLUE / 2013

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Overview

Credits

OVERVIEW

BriefExplanation

Utilizing traditional tools of a political campaign such as posters, a wrapped airstream bus, a voting PSA, street teams, t-shirts and sandwich boards, we brought our message to NYC. We also built standard and rich media banners to capture audiences outside of our grass-roots footprint.

Using creative flighting, we were able to make the most of our media dollars to get the biggest impact with our audience. Media went live (including our ground activations and PSAs) before and after the three presidential debates when political discourse was at its highest.

ClientBriefOrObjective

JetBlue’s Election Protection started with a simple brief – promote the companies “You Above All” philosophy with a campaign rooted in New York. The results went beyond expectations by sparking conversations nationwide; with a promotion to win a free flight out of the country if your presidential candidate loses. Our team treated Election Protection like a grass-roots political campaign.

Implementation

We created a political campaign with a “Live Free or Fly” rallying cry. It called for people to put their money where their mouths were. People were asked to head to jetblueelectionprotection.com to vote for their candidate and choose their expatriation nation. Come November 6th, if their candidate lost, they were entered into a drawing to win a free round-trip flight out of the country to escape the political tension.

Outcome

Election Protection is regarded by the client as their most high-profile and successful campaign to-date. From the initial presentation to the final wrap-up, We were warned that all subsequent ideas would have big shoes to fill.

From a consumer and buzz perspective, the results were astounding. The campaign was talked about by everyone from Fox and ABC News to Perez Hilton and the Village Voice. One consumer even heard about it on vacation in Singapore.

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