BUDGETAIR.NL: T-SHIRTS

Credits & Description:

Category: Ambient: Transit

Advertiser: AIRTRADE

Product/Service: BUDGETAIR.NL

Agency: NEW MESSAGE

Creative Director: Hugo Rütter/Lennart Wienecke

Copywriter: Dieuwer Bulthuis

Art Director: Chris Sant

Account Manager: Catherine Dijkstra/Jan Has

Date of First Appearance: Dec 9 2009 12:00AM

Entrant Company: NEW MESSAGE, Amsterdam, THE NETHERLANDS



Description of Ambient execution

Challenge

Find a low-budget way of communicating to travellers and to a wider audience of potential buyers that BudgetAir.nl sells the cheapest plane tickets, guaranteed.

Solution

We sent several promotor-travellers to the airport of Amsterdam, wearing provocative T-shirts. The objective: evoking jealousy among all other travellers. Even the passengers on the planes were informed. All flight long.

Result

Hundreds of travellers got the message directly, at the airport and on the planes. Additionally, thousands of people read about the promotion in on- and offline free publicity. BudgetAir.nl experienced record sales in december 2009, when the ambient promotion was carried out.



English Translation of Main Headlines

Headline translations are integrated in the case presentation image.