Direct > Product/Service
SKYHIGH NICESSITIES
WONGDOODY, Seattle / ALASKA AIRLINES / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
To the frequent traveller, flying presents a variety of hassles and headaches. Travellers have fallen victim to the airlines' cost-cutting efforts and the resulting delivery of sub-par customer service. Alaska Airlines clings to the novel idea that above all else, "customers matter". Turmoil in the industry presented an opportunity for a campaign that would gain a stronghold on this customer-service positioning, creating a defensible brand. The campaign would break through the armour of these jaded travellers with humour and commiseration, setting up Alaska as the alternative, with a message that says: "You're treated well on Alaska."
CampaignDescription
As the antithesis to Alaska, we created "SkyHigh Airlines", the (barely) parody, an amalgam of current airlines with all the indifference, red tape and corporate contempt you'd expect. As a viral centerpiece to the campaign, we created a fully functional airline parody Web site, "skyhighairlines.com", featuring a SkyMall-esque catalogue called "Nicessities" available for download from the site. The catalogue put the campaign literally in the hands of travellers with a full-colour display of SkyHigh's insincerity, including such offerings as "Scratch and Sniff Meals," "Kootie Kapes" and other devices that would make the Marquis de Sade proud.
Outcome
Skyhighairlines.com was phenomenally successful. It's had 36,584,008 hits and 970,092 unique visitors to date, with 7,000 visitors downloading "Nicessities" since its addition three months ago. The campaign has 5.3 million print impressions, with articles in "Wall Street Journal," "New York Times," "Chicago Tribune," "Houston Chronicle," "Sydney Morning Herald," "AdWeek," "Travel Weekly" and "Shoot." A May 2004 study (TRD Frameworks) showed Alaska's service ratings highest among their competitors - increasing since the campaign began. "The (SkyHigh) campaign represents everything frustrating to travellers who are looking for better service. The campaign says there's an alternative." -- New York Times, Sept. 2003
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