| Başlık | Closer |
| Haftanın | Havas London |
| Kampanya | Heathrow |
| Reklamcı | Heathrow Airport |
| Marka | Heathrow Airport |
| Posted | Ağustos 2018 |
| Sektör | Airlines, Airports, Railways, Bus Lines, Ferries & Cruises |
| hikaye | No single site in the UK employs more people, or has more people going through it.Our job is to drive emotional engagement in the airport and footfall into its retail stores.The work we deliver ranges from set piece brand campaigns delivered through a social first media strategy, to hard working, fast turnaround retail advertising that persuades the consumer at every touchpoint. Heathrow’s problem is that they had focused on operational excellence by necessity in order to deliver a faultless airport experience. However,this meant that service was so frictionless that customers hardly noticed that Heathrow was there. |
| felsefe | We knew that there was more to Heathrow than operational excellence. So we sent a creative team to spend 24 hours in the airport and they made a simple observation; there is nowhere else on earth where you can experience a greater melting pot of emotions in one day. From saying goodbye to loved ones to welcoming them back home, from leaving a country you love, to coming to London to make the business deal of your life.And in a world that is becoming increasingly divided we realised that Heathrow was a place that was bringing people closer together. So Heathrow ‘Closer’ was born. |
| Sonuç | 70th Birthday – The First FlightOur first campaign launched in the summer of 2016. Perfectly timed with Heathrow’s 70th birthday. We celebrated the amazing stories and achievements that Heathrow has gone through over 70 years. In our TV advert our protagonist was a young girl and her bag, the plot, their ¬ first flight. We followed their magical journey through Heathrow airport. This emotional tale reminds us all of the wonder of travel. A series of activities told additional Heathrow stories, executed outdoor, in print, TV and online. 70 plaques of well-known people were placed in the airport at the precise location of the event. These plaques became conversation starters, photo opportunities and participation drivers for passengers. Joanna Lumley even helped launch our 70th birthday by unveiling her own 70th plaque in the airport, generating wide reaching PR for Heathrow. Christmas – Coming HomeOur Christmas campaign needed to build on the success of the 70th birthday campaign and work hard in retail. We had a limited budget but the con¬fidence that the power of emotions – that naturally reside in Heathrow at Christmas – will provide the cut through needed at this competitive time of the year. Whilst summer is the time for people to depart on their adventures, Christmas is a time to come home to your loved ones. Leading us to the single thought that Heathrow can provide the most precious gift of all; the gift of coming home. In our ¬film we follow two bears travelling home for Christmas, highlighting charming moments of their experience as they travelled through Heathrow tomeet their awaiting family and finally resolving in the unveiling of their true selves. Initially running online, the ¬ film was also aired on TV with supporting print and outdoor executions adorning many commuter routes and high footfall areas. Alongside the bears, the retail focused executions encouraged people to take home an extra special something this Christmas; whether that be theirfavourite chocolates or a designer handbag. Digital and social channels supported both the brand and retail executions and we were able to gain more impressions through ourCRM programme. The campaign stole the hearts and minds of the nation, surprising everyone with a beautiful story that drove huge volumes of earned media for Heathrow. A campaign that also encouraged people to spend physical time in our airport and resulted in a signi¬ficant uplift in spend per passenger. The resultsThe Heathrow Bears stole the hearts of the nation resulting in 110 million earned views from other’s Facebook posts in the 6 week campaign period – hugely outweighing the 884 thousand we were able to achieve through media spend. And they also picked up global press coverage and event reported as “The Bears who stole Christmas”. And finally, whilst reserve and collect wasn’t a key objective for us, it was also pleasing to note that online visits to boutique increased x5 fold during the campaign period. Heathrow Summer Campaign – The WonderersIn 2017 we released Heathrow’s second summer advert. With a voice over from infamous John Boyega, we continued our theme of Heathrow being a destination for stories and encouraged passengers to ‘Wonder’.Watch the full ad here: https://www.youtube.com/watch?v=u8g91RXI1eE The resultsOur work to date with Heathrow has delivered astonishing results. Over 8,000 stories were submitted in our original request. Since then this number has grown signi¬ficantly.Brand relevance has increased with 58% of passengers saying they agree that Heathrow understands what its passengers want (KPI 50%). Sales across Heathrow retailers have increased by 7% yoy, with passengers spending an average of £8.55 more than usual. Our awareness channels alone have delivered 44 million impressions, with digital delivering a further 64 million impressions. Christmas – It’s a wonderful flightOur Christmas bears were so successful that we brought them back for the second year in 2017, this time telling the story of coming home over the ages. Our objective and strategy remained consistent. We created a fully integrated campaign idea that brought the bears to life and made people feel warm towards Heathrow during the festive period. As an addition to the bears activity, we shone a light on real passengers coming home for Christmas. To create real impact, we broadcasted a live stream of Heathrow arrivals at Waterloo station. We showcased real homecomings, resulting in a warm Christmas feeling in the station; a real contrast to commuters normal experience. Heathrow Summer Campaign – Out Of OfficeIn 2018 we were set a comms objective to improve Heathrow’s perception as a leisure airport.As everything we do at Heathrow is shown through the eyes of the passenger, we celebrated the story of a family travelling through Heathrow for their summer holiday. Heathrow believe that every journey is significant. And so even the smallest moments in the airport are significant in our passengers lives. To bring this to life, we focused on the moment of decompression when people turn on their out of office. Research showed us that this is the moment that people feel as though their holiday has officially begun. The film needed to emotionally relate with people, allowing people to feel the moment of decompression as they switch into holiday mode. Our film focused on that moment of decompression as a mum typed away on her phone, writing her out of office. We saw a clear transition from work mode to holiday mode, as the children came into focus and the family were filled with joy and excitement for their holiday. The mum with her children was the perfect dynamic to hero the most important benefit of going on holiday; being able to spend quality time with those you love. OOH strat:Our Out Of Home lives in long dwell time sites, where we have time to tell the stories of our passengers.Our executions hero a range of individuals, each with their own significant story; whether that was simple time away from work through to marriage proposals and the meetings of in laws. The stories were told through the out of office structure, allowing us to maintain this transition mechanic - a moment that so often happens at Heathrow. |
| Medya Türü | Case Study |
| Süre | |
| Prodüksiyon Şirketi | Outsider |
| Yönetmen | Dom+Nic |
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