| Titulo | Heathrow Bears Christmas |
| Agência | Havas London |
| Campanha | Heathrow Closer |
| Anunciante | Heathrow Airport |
| Marca | Heathrow Airport |
| Data da primeira Transmissão/Publicação | 2017 / 11 |
| Sector Empresarial | Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro |
| História | Whilst summer is a time for people to depart on their adventures, Christmas is the time to come home to your loved ones. Leading us to the single thought that Heathrow can provide the most precious gift of all: the gift of coming home. Our Christmas campaign stole the hearts and minds of the nation, surprising everyone with a beautiful story that drove huge volumes of earned media for Heathrow. A campaign that also encouraged people to spend physical time in our airport and resulted in a significant uplift in spend per passenger. |
| Filosofia | Our beautiful film script showed two bears travelling home for Christmas, highlighting charming moments of their experience as they travelled through Heathrow to meet their awaiting family and finally resolving in the unveiling of their true selves; grandparents home to visit their family for Christmas. Initially running solely online, the lm was also aired on TV with supporting print and outdoor executions adorning many commuter routes and high footfall areas. Alongside the bears, the retail-focused executions encouraged people to take home an extra special something this Christmas, whether that be their favourite chocolates or the designer handbag they had been coveting. This execution brought the bigger thought into the retail space, encouraging people to reserve and collect online or find the perfect gift in stores. Digital and social channels supported both brand and retail executions, and together with the media agency, we were able to devise a retargeting strategy to ensure one cohesive story was told to our audiences and the combination of brand exposure and retail messages worked together to achieve maximum impact. Connecting with our known passengers through our CRM programme, we gained many more impressions for our brand campaign for whom the narrative resonated very strongly. It also drove 5x as many people to Boutique to reserve and collect gifts than normal. |
| Resultado | 110 million earned views from other’s Facebook posts in the 6 week campaign period. Hugely outweighing the 884 thousand online views we were able to achieve through media spend. We increased participating passengers (those who spend in the airport) by 11%, but crucially of our participating passengers they spent on average £8.55 more, exceeding our target of £5. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Produtora | Outsider |
| Realizador | Dom+Nic |
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