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Generating demand for vintage planes

Challenge

Like many others, the aviation industry took a huge financial hit throughout the pandemic. As planes were grounded and flights cancelled, some operators went out of business, others had to rethink their entire business model. Octopus Group (Publicis Groupe UK) was asked to create a smart, creative, engaging campaign to generate demand for the Airbus A330 – the versatility, financial efficiency and interoperability of which makes it ideal for airlines looking to bounce back and get flying again.

Client

Destination Next
Destination Next

Role

Creative Director

Project type

Integrated campaign

activations

Microsite
Campaign film
Social
Whitepapers

Agency

Octopus Group (Publicis Groupe UK)
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Approach

At a time where businesses were putting decisions under greater financial scrutiny, we stripped it back to basics, flipping the focus from the plane itself, and instead focussing on an economics-first message; and doing so, creating an entirely new brand for the campaign to stand out from the crowd of blue skies and sunsets in industry magazines and online.

The A330 is a more economical plane, however in order to create trust with our audience we needed to be clear and direct in tangibly demonstrating its value; as well as creating thought leadership centered on use cases, we worked with a leading aircraft design and performance consultant, to create an interactive economic model – a bespoke and responsive dashboard visitors could use to compare the economic viability of the A330 to similar planes, such as fuel burn, operating costs, carbon offset.

Targeted social, email nurture, LinkedIn InMail and print advertising in trade press drove visitors to a microsite hosting the economic model, along with a campaign film and thought leadership targeted to four key A330 use cases (upsizing aircraft, downsizing, cargo, and new business), an infographic, blog posts, whitepapers case studies, and up-to-date listings of available A330s.

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RESULTS

In the first week of launch,the campaign achieved:

3 requests for available aircraft – approx pipeline ROI of 900%

26,000 impressions 

4,000+ web visits

LinkedIn CTR of 0.64% (double industry average)

CPC of £6.67 (against a forecast of £11)

NEXT PROJECT

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THEY SAY…
Regardless of the scope or scale of each brief, Dave’s ambition to produce exceptional creative always reigned supreme. Dave was also good fun to be around, bringing lots of humour to work which often brightened busy days.
– Katie Pospischil, Head of Client Services at Octopus Group (Publicis Groupe UK)