Creative strategic solution was build around the Blue1 Philosophy of Empowerment. (‘We are not in the airline industry – we are in the empowerment business’)We offered Finnish companies an opportunity to win a private Boeing-717 = Campaign idea. Win a Boeing 717. The more colleagues people invited, the better the chances of winning were.

Activation worked as the kick off and bulldozer for our campaign and the message was seeded through multiple mechanisms (digital) to create hype and immediate interest in target group.

Offline/online media following was more about product and service benefits. Campaign site was optimized for shareability. Objective was to get people to invite their colleagues to participate and share the message. Also part of the visibility was placed as close as possible to the actual product experience of travelling for business – Helsinki/Vantaa Airport.

Results:Over 3,000 companies participated.70% of participants invited 2 or more of their colleagues.Sales index: +350 (1194)Recommendation : +32%Consideration: +12%