Silverjet is a new -business class only- airline challenging the legacy carriers with an extraordinary product and surprisingly affordable fares from London to New York and Dubai. They wanted to create a sharp, slightly subversive piece of communication that would be forwarded in massive numbers by viewers. A 'viral' campaign that would create awareness for the brand and stand-out for a new entrant challenging the norms of air travel.The main target audience for the airline are executives in small and medium size companies. These tend to be male, although increasingly, women are taking their rightful place in middle to upper management as well. For both these audiences, and in light of the success of shows like the L-word, and the famous Madonna/Britney MTV 'snog', what could be better than a little bit of 'sapphic loving'? With Silverjet being the only airline in the world to offer women-only toilets (one of over 40 innovations offered on the ground and on-board), the stage was set for a tale of two passengers.The campaign has been extraordinarily successful. This one spot has been viewed nearly a quarter of a million times on-line, has been emailed to hundreds of thousands of viewers, and received coverage in the 3 million selling Sun newspaper, in other national UK and US dailies, and has been featured on BBC2 in the Graeme Norton show. An extraordinary result for a film which cost a pittance to make and which has helped make Silverjet one of the fastest growing airlines in long-haul aviation history.

Behave like the brand leader (even though Silverjet were the third entrant offering an all business class service), being bold, assertive and taking the battle to the competition.

Increase in sales after the ad ran.