Situation
During the 2012 presidential election, there was significant campaign advertising clutter, and JetBlue needed a way to stand out while engaging with the cultural moment. Many Americans were expressing the common sentiment of “leaving the country” if their preferred candidate didn’t win.
Task
Create a disruptive marketing campaign that would leverage election season anxiety and cut through campaign advertising noise while driving engagement with the JetBlue brand.
Action
- Developed “Election Protection” campaign concept
- Created virtual voting platform for users to select their presidential candidate
- Offered chance to win international vacations for supporters of the losing candidate
- Turned a common election threat into a promotional opportunity
- Integrated the campaign with JetBlue’s existing vacation packages
Result
- Exceeded projected entry target by 200%