The middle seat is universally recognised as one of the worst parts of the flying experience. In fact, our research showed only 1% of passengers choose it on purpose. So what better way to demonstrate Virgin Australia’s new mission to create a more uplifting flying experience than by changing the experience of the much-maligned middle seat into something remarkable?

We transformed the undesirable middle seat into a national lottery - immediately changing the mindset that comes with booking that seat.

Situation:

Our research showed that fewer than 1% of passengers prefer the middle seat on flights. As a brand on a mission to make flying more uplifting, we wanted to make one of the least enjoyable parts of flying, wonderful.

Brief:

Airlines constantly talk about elevating the experience of flight, but few actually deliver on it. Our brief was to bring credibility to our mission of making flying a more uplifting experience. In order to achieve this, we needed to do less talking and more doing, with an experience-led brand platform that demonstrated “Wonderful” flying through uplifting action.

Objectives:

Create mass awareness of the evolutions to our entire experience via the fameworthy onboard experience innovation.

Increase positive sentiment about an unavoidable part of our flying experience, considered by many to be one of the worst parts of flying.

Create a unique experience in the category to elevate our product offering.

In 2022, Virgin Australia launched a new brand platform - Bring on Wonderful - with the intent to make flying a more uplifting, wonderful experience. To prove that it was more than words, we ran directly at one of the most universally understood pain points in flight - the middle seat - and tried to make it uplifting.

The Middle Seat Lottery is a first-of-its-kind innovation aimed at making every seat on our planes wonderful - even the ones in the middle.

It turned every middle seat on every Virgin Australia plane into a lottery ticket, with a chance to win unique prizes. Suddenly the middle seat was not just being jammed between two people, but an exciting game, played on a national level - finally giving people a reason to enjoy it, and changing the perception of the middle seat experience forever.

Target audience:

Our focus was on a leisure and business audience that were motivated by more than just a cheap ticket from A-B. Experiences were their true currency, and small touches and improvements made a big impression. However they had become equal parts complacent and disillusioned with the static experience that was flight. So in short - it was clear that up here in the sky - a little change would go a long way.

Approach:

Our approach extended through the line from cinema and TV through to OOH, pre- and post-flight eDMs, on-board announcements, seatback cards and an automated, customised in-app experience.

Implementation

Airlines are the most operationally complex environments within which to implement experience change. We worked closely with digital, operations, front line, airport, onboard and legal teams for 8 months to co-create a system to bring this to life. Every middle seat passenger on every domestic flight was engaged in the initiative onboard via audio announcements and seatback comms, with all eligible to enter through an automated, customised experience in-app.

Timeline

Experience Ideation & Prioritisation: Nov-Dec 2021

Scoping, Feasibility & Implementation Planning: Jan-Feb 2022

Digital Development, Operational Implementation, Education & Engagement: Feb-July 2022

Communications (internal & external) Production & Distribution: Mar-Oct 2022

Initiative launch: Oct 24 2022

Media channels and integration

Every middle Seat through seatback cards, announcements onboard and in-flight entertainment on every single flight nationally.

Supporting media:

Broadcast

Social

Digital

OOH

eDM

Scale

Largest experience initiative rollout ever undertaken at Virgin Australia.

Over $230,000 in prizes.

Please see confidential information section for campaign results

Most travellers view the middle seat as the worst on the plane. It is universally hated, and is often shown in movies and television as the butt of many jokes about the flying experience. And it is generally culturally understood to be an unavoidable, unchangeable part of the flying experience. We wanted to take action to make sure that every seat on our planes could be viewed as a wonderful, uplifting experience - and our solution was to effectively turn each middle seat into a lottery ticket. In the process, we hoped to get more people to book the middle seat, but also to change the way they viewed it as part of the Virgin Australia flying experience.