SAS needed to connect with its loyal customer base in a way that showed the benefits of using the new services. The idea was based on the insight that everyone hates standing in line, and the theme of "saying no to lines" became the foundation for the campaign.Unique mailings were sent to customers depending on recent purchasing/check-in behavior. In each mailer, the message was clear: avoid lines by travelling without a paper ticket and by not using manual check-in - use automats, the web or your mobile phone instead.

We wanted to increase automatic check-in by 50%. The result was 120%. We also conducted a survey on the campaign: 59% found it interesting. 71% found it trustworthy. 66% liked the concept. 65% found the campaign relevant. 85% said that the main message was "Easier and faster check-ins."