Virgin Atlantic: UPPER CLASS PARK BENCH

Credits & Description:

Type of entry: Technique

Category: Best Use of Live Events and/or Stunts

Advertiser: VIRGIN ATLANTIC AIRWAYS

Product/Service: VIRGIN ATLANTIC

Agency: Y&R New York, USA



Producer: Emma Sanzo (Beast Editorial)

Executive Producer: Elizabeth Krajewski (Beast Editorial)

Editor: Michael Elliot (Beast Editorial)

Line Producer: Angela Solomon (Station Film)

Executive Producer: Caroline Gibney (Station Film)

Executive Producer: Micahel Di Girolamo (Station Film)

Managing Partner: Stephen Orent (Station Film)

Director: Sam Cadman (Station Film)

Account Executive: Kate Kopperman (Y&R New York)

Group Account Director: Todd Cross (Y&R New York)

Agency Producer: Melissa Lander (Y&R New York)

Creative Director: Chris Northam (Y&R New York)

Creative Director: Eric Jannon (Y&R New York)

Chief Creative Officer: Jim Elliott (Y&R New York)



Describe the campaign/entry

To bring Virgin Atlantic’s new positioning to life “Flying in the face of ordinary” they created their own extraordinary version of an ordinary NY bench complete with padded
 leather, extendable leg rests, fold-out entertainment unit and stewardess call button. Everything you would expect in the air.



Placed in Manhattan (Broadway and 5th Avenue), people could comfortably sit and take complete control of their experience. As people sat, stewardesses showed up to offer complimentary refreshments and delicious food to order.



People could then use the entertainment unit to scroll through numerous entertainment options (from movies, music, video games, wellness) each triggering live, interactive performances that played out in front of the bench. People could even pause and change channels at any point.



Describe the brief from the client

Demonstrate how Virgin Atlantic are “Flying in the face of ordinary” and create awareness for their inflight experience with a PR approach that would earn media attention rather than paying for it.







Results





- Over 10,000 spectators during the stunt

- NYC based website traffic increased 12%

- NYC to London bookings up 8%

-10% booked Virgin Atlantic for the first time







Execution





Virgin Atlantic created their own extraordinary version of an ordinary NY bench complete with padded
 leather, extendable leg rests, fold-out entertainment unit and stewardess call button.
 Everything you would expect in the air.



Placed in Manhattan (Broadway and 5th Avenue), people could comfortably take a seat and take complete control of their experience. As people sat, stewardesses showed up offering complimentary refreshments as well as a menu of delicious food to order.



People could also use the entertainment unit to scroll through numerous entertainment options (from movies, music, video games, wellness) each triggering live, interactive performances that played out in front of the bench. People could even pause and change channels at any point. Virgin Atlantic’s crew finally thanked them for choosing Virgin Atlantic and farewelled them with special gifts.







The Situation





Virgin Atlantic had just launched their new positioning “Flying in the face of ordinary” in Europe. However they needed a way to demonstrate this to the New York market who are not as familiar with their level of service, entertainment and surprise.







The Strategy





People have forgotten how amazing flying really is.

The excitement and magic of soaring through the air has been eroded through cost cutting and an increasingly sanitized airport and flight experience.



Most people can’t wait to get the trip over and done with. We need to turn this attitude upside down and remind people of the Virgin way. We were born out of a passion for doing things differently and a conviction that flying should never be ordinary- or anything else, for that matter.



So, we take something familiar/ordinary and make it extraordinary: a park bench.