Our brief was to develop a digital campaign across main and supporting platforms (Facebook, Instagram and Snapchat) to drive awareness across the UK and at a number of individual airports.
We piloted the campaign across several UK airports back in summer 2018, supported by the UK Aviation Industry. Since then we’ve carried out further campaigns as more airports got involved. These airports include Glasgow, East Midlands, Manchester, Stansted, Gatwick and Birmingham.
Our research found that a generation of jetsetters use social media to “check-in” and “tag” airports in posts, photos and stories to share their travel experience online.
The campaigns were therefore targeted a younger audience aged 18-35 and consisted of two main social platforms (Facebook and Instagram), whilst being supported by Snapchat.
We found that disruptive behaviour was more common on flights to holiday destinations like Ibiza, Magaluf and Lanzarote. More of these flights departed at weekends. This helped to influence our budgeting and targeting strategy.
Individual airport ads ran on Facebook. They were geo-targeted to within a 10-12km radius of each participating airport.
We also ran UK-wide ads on both Facebook and Instagram targeting a younger audience who were interested in travelling.
Using bold creatives, we illustrated holiday scenes like a golf trip abroad or socialising with friends on a beach. This quickly captured the attention of the audience. Each creative had a common theme – one person would be erased and stamped with a flight disruption penalty. For example, ‘Airline ban’ or ‘Up to 2 years in prison’.
Advert copy supported the individual creative. The headline remained consistent: ‘Fly responsibly or you could pay the price’.
We also utilised Snapchat as a supporting platform to encourage user generated content. Snapchat filters were geo-fenced over individual airport terminals, covering an area of 2.6 million square feet across the UK. We scheduled the filters to run against popular flights time. This complimented the duty free and bars opening and early flight departures.
The campaigns have been a huge success.
For instance, our Summer 2019 campaign generated:
Some additional outcomes included:
Digital Marketing Campaign of the Year
Our One Too Many campaign was named Digital Marketing Campaign of the Year at the 2020 Digital DNA Awards, beating out the likes of STATSports and the Belfast Giants.
Origin will continue to work on the campaigns to scope more opportunities that help promote One Too Many across the UK.
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