Situation:

Austrian Airlines wanted to create a viral video which integrates charme and an emotional catch to present their claim: the charming way to fly.

Brief:

The goal was to generate brand awareness for Austrian Airlines through a viral clip that presents the company as the most charming airline in the world.

Objectives:

Generate at least 250.000 views on the video and press attention for the wedding.

We defined certain metrics that served as indicators of our campaing achieving viral success and the sustained amplification that made this online clip so exceptional: views, interactions (likes, comments, shares), social signals (links, hashtags).

Through our integrated blogger and influencer we reached hundreds of thousands of views and interactions. Media outlets picked up the content from social media and integrated it in to their own channels. This is how we spread branded content without spending media budget.

May

Presenting the idea,

Concept and strategy

Press & media partners

Finding the decoy for the bride, asking the groom

June

Preparation of flights, airplane and charming surprises

Organisation and administration of flight schedules

Preparing secret film equipment

Casting / staff, crew

July

Preparation Meetings

Disposition

Script

Animation

Titles

Press and PR

The tone and press clippings were solely positive and reflected the claim of the company through various media channels

Website visits grew +20%

The campaign reached almost 2 Billion eyeballs and set a benchmark for success on viral indicators by comparing one small targeted video to large campaigns backed by national media / budget.

We wanted to evoke some sort of emotion (linked to charme and love) and therefore start the path to virality. The video itself communicated the brand´s personality without giving the „hard sell“ and rather entertain the audience by a highly emotional story.