In October, Delta became the first US carrier to offer free inflight messaging and we were tasked to raise awareness of this new feature. We first determined the best environment to talk to our audience about texting would be right on their phones, via :10 mobile videos. With that in mind, we concepted mobile-first (vertical and sound off). Further, with limited time to get our message across, we focused on the benefits of texting inflight versus the pain point of being disconnected. The result was three attention-grabbing mobile videos that reached over 24 million users.