MOST EFFECTIVE USE OF ONLINE CREATIVE by runout

VIEWS: 10 PAGES: 2

									                                             2005
                       DALLAS FORT WORTH INTERACTIVE MARKETING AWARDS
                         EXCELLENCE IN INTERACTIVE MARKETING AWARDS
                                     OFFICIAL ENTRY FORM

SUBMITTER’S CONTACT INFORMATION
Name: James Hering
Company: t:m interactive
Telephone Number: 972-830-2224
E-mail Address: james.hering@tm.com

FEE INFORMATION
Are you a DFWIMA Member:               Yes                  No
Entry Fee Included:                    $150 (Member)        $175 (Non-Member)          $200 (Late Entry
Fee)

ENTRY INFORMATION
Company Name: American Airlines
Industry: Travel
AWARD CATEGORY (Limit one category per entry):

   Most Effective Use of Online Creative

BRIEF DESCRIPTION OF INTERACTIVE MARKETING PROGRAM (or marketer, if applicable).
 In 2004, American was faced with many challenges, including increased competitive pressure from low-
cost providers. It became imperative that they differentiate their brand from the many airlines currently in
the market. Their target was “high-value flyers” who care how they get from point A to point B and who
travel frequently. These were defined in media as frequent flyers who travel six + trips annually for any
reason.

Prices were at an all-time low in 2004, so trying to compete on price alone without brand differentiation to
create value would be disaster. American’s greatest strength is that it’s the world’s largest airline.
American Airlines faces challenges every day that other airlines never see. They fly more people to more
places than any other airline. They’ve been in business longer than any other airline and they know
travelers. They know what travelers like and what they need. They understand travelers. And by
understanding travelers, they can deliver what a traveler really values. 2003 was the year of prices. 2004
was about brand. Budget and timing constraints were issues during this campaign. Because it was the end
of the year (campaign launched 9/04), budgets were much lower than what is desired when launching a
major new campaign. Timing was a major challenge, especially for the online portion. Once the creative
and media for the campaign was approved, the team had just three weeks to build and produce the
campaign Web site and all of the online video ad units.


GOALS
The overall objective was to capture a disproportionate share of high-value flyers and a fair share of
everyone else. This campaign was to launch a new brand positioning and tag line. The goal was to increase
brand awareness, brand preference and purchase intent. Goals for the online video ad units had an
additional objective – to create an interactive experience with the consumer – beyond just viewing a print
ad or a 60-second television spot. The goals were to encourage viral behavior on the part of the consumer
by sending the video ad unit to a friend and also to engage them so additional time was spent with the brand
through the campaign Web site.

IMPLEMENTATION
The campaign included National and Local online sites on twenty-three news, business, sports, special
interest, weather and travel properties. Local efforts were targeted to four key markets of New York,
Chicago, Dallas/Fort Worth and Miami/Fort Lauderdale. The online component extended the new tag line,
“We Know Why You Fly,” to take advantage of the unique online medium. The online ad units were actual
home videos that captured the true essence of why people fly – to see grandkids, to go to the family reunion
or for Labor Day on the lake with your buddies. The interactive team considered featuring the offline TV
commercials in the ad units, but quickly moved to a more impactful way to connect with the customers.
The t:m interactive team all combed through hours of home videos to find the perfect “why you fly”
moment. The online ad units were also “inspiration” for consumers to think of the moments or the reasons
why they fly. The agency worked with Pointroll to serve the video ad units and to create all-Flash movies
containing art cards and the ability to“replay the movie,” “send to a friend,” “visit whyyoufly.com” or
“book at AA.com.” Pointroll’s “TomBoy” rich media technology allowed for a larger file size, keeping a
higher quality of video within the advertising real estate.

RESULTS
Confidential:
- Over 77 million impressions were successfully served.
- 179,542 clicked on an ad.
- 170,658 users viewed the video in the ad more than once and 9,234 people forwarded the ad to a
   friend.
- There were a total of 100,845 bookings tracked on AA.com after customers experienced the campaign.
- 40% of the post-impression bookings occurred within one hour after viewing the ad.
- Total revenue generated for the online campaign was $48,909,825.

Our online Brand Impact tracking study also had positive results by showing increased brand awareness,
brand favorability and brand perception.
- The online campaign was particularly effective among business travelers, significantly increasing
     brand awareness and message association. Lift for brand awareness for leisure travelers was 7% and
     business travelers 23%. Lift for message association for leisure travelers was 24% and business
     travelers 39%.
-
SUPPORTING DOCUMENTATION
List each item as a separate link:

http://www.tmcclient.com/awardshows/aa/pr_whyyoufly_01.htm

								
To top