S7: CATCH A PLANE

Credits & Description:

Type of entry: Creative Use Of Technology
Category: Activation by Location or Proximity
Advertiser: S7 AIRLINES
Product/Service: S7 AIRLINES
Agency: LEO BURNETT MOSCOW, RUSSIA
Client: S7 AIRLINES
Product: S7 AIRLINES
Entrant: LEO BURNETT MOSCOW, RUSSIA
Type of Entry: Creative Use Of Technology
Category: Activation by Location or Proximity
Entrant Company : LEO BURNETT MOSCOW, RUSSIA
Advertising Agency : LEO BURNETT MOSCOW, RUSSIA
Advertising Agency 2 : UNREAL MOJO Saint Petersburg, RUSSIA
Creative Director: Grisha Sorokin (Leo Burnett Moscow)
Art Director: Grisha Sorokin (Leo Burnett Moscow)
Art Director: Michail Derkach (Leo Burnett Moscow)
Account Director: Ekaterina Gavricheva (Leo Burnett Moscow)
Creative Execution:
Thanks to the combination of GPS technology and flight timetable, the app keeps track of all S7 and Oneworld alliance plane locations relative to the user. Whenever plane flies over the mile collector’s head, he or she gets free miles (we “loaded” 5 million bonus miles onboard all planes). The more miles you “catch”, the more miles you get for your further trips. Besides, every app user participated in the global Catch-a-plane ranking TOP 10: the luckiest and the most active mile catchers won free airline tickets. Also app users get extra miles if they share your catch in social media.
– Due to our campaign, people realized just how huge S7’s network is, and they learned about their various routes and low prices.
– The application set new records for branded apps in Russia.
– The percentage of new frequent flier cards increased rapidly.
– Half of the 5 000 000 miles were collected in the first few weeks.
Our task is increase number of frequent flyer program and inform about S7 Airlines and Oneworld alliance destinations. We launched the branded iPhone application — Catch-a-plane — and managed to run the biggest promotion ever. Every smartphone user all over the world may catch free miles when S7, BA, Cathay Pacific, Quatar or any other One World plane passes by. The only thing you need to do is to keep the app in abackground mode, like email or alarm clock apps. You get extra miles if you share your catch in social media.