JetBlue: NYC Take Off
JetBlue wanted a unique way to make their outdoor media stand out in a saturated NYC market. But when the average New Yorker walks by more than 10,000 ads a day, how do you get their attention? By asking them to do something that seems borderline illegal.
The stunt
Our plan was to reward people who paid attention to our OOH placements by turning them into giant gift cards—offering vouchers for a wide range of goodies, from flights to spa treatments. The catch? You had to literally steal them to use them.
Over half of the posters were claimed within 24 hours. On a small, regional out-of-home budget with a 30-day media run, the campaign managed to nab more than 65 million earned media impressions worldwide. Not bad for a few bus shelter ads.
CREDITS
Creative Directors
Enrique Camacho
Jon Ruby
Copywriter
Sarah Litwin-Schmid
ACD
Pete Shamon
Art Director
Lisa Della Piana
Pier Madonia
Awards
One Show Merit
Hatch 56 Gold
Epica Shortlist
Mixt Shortlist