Delta Air Lines hacks Superbowl LVII
A non-sponsored campaign to compete with United’s Superbowl NFL Ad
Prologue:
Leading up to Superbowl week, our client asked to “hack” the Super Bowl Ads by riding the wave of anticipation of the big day, without being an official NFL sponsor. No NFL logos were allowed and no placement during the Super Bowl.
Industry: Airlines and Sports Role: Brand Strategist My first impression: Airlines are all the same
The Ask: Use the Super Bowl hype to differentiate Delta in the airline category
The Problem: People expect the bare minimum when it comes to flying. They just want to arrive safely.
The Solution: Shift the perception of airlines, by allowing consumers to win free upgrades through free Sporting bets
Research Methodologies:
| Catagory Research:
Airlines
“How are people using them, what do people associate the oils with, where are people purchasing them, do people prefer to buy from locals?”
| Consumer Painpoints:
Consumer and airlines perception and pain points
| Sports culture:
Sports fanatics and betting (how to target even non sports/betting audience)
Interviewed fans AFTER the SuperBowl and the people who watched it with them.
Climax:
The Situation: People expect the bare minimum when it comes to airlines. Matter of fact, they expect the very worst scenarios when it comes to flying.
First,they think about major delays…
then, no overhead space…
knock on wood, a plane crash…
and worst of all…crying babies
The Target: People feel like airlines are always taking from them, setting the expectation lower and lower for consumer
The Insight: People are always exepcting to be in “downgraded” situations when it comes to airlines
The Strategy: Climb to Comfort.
Epilogue:
Concept photo
Concept photo
Interactive Campaign:
.We are expanding beyond just the Superbowl to making it a year-round campaign. Drops of Detla’s sweepstakes will be dropping unexpectedly around all sorts of odds that could come out of a sports event for pro bets and newbie dreams.