Best Airline Rich Media Online Ad

Travel can be a hassle, and in fact, sometimes travelers consider themselves lucky when they have an experience that’s “just alright” as opposed to straight-up disastrous. But JetBlue, which has developed a powerful brand for itself as the most people-centered airline, wants to change this perception. That’s why in 2019 it chose to reach out beyond its existing fan base to non-customers with its “Just Alright Doesn’t Fly Here” campaign. It introduced the “Alright Brothers,” fictional successors to the famous Wright Brothers who (according to JetBlue) sufficiently lowered customer expectations to the extent that they no longer insisted on the best from the airlines they flew.

“Just Alright” was comprised of multiple video stories, which is why JetBlue turned to interactive advertising company true[X] to help it bring an immersive component to this amusing campaign. In this experience, which ran alongside premium long-form streaming video content, consumers could spend a minimum of 30 seconds interacting with four different “Alright Brothers” videos before continuing to their entertainment of choice. They could also click straight through the ad to JetBlue’s homepage to book their own trips. This was JetBlue’s first-ever interactive video campaign, and stellar performance on both CTR to its website and interaction within this extremely engaging, user-friendly ad was an indicator to this customer experience-obsessed airline that advertising, too, should be more than “just alright.”

Contributors:

TRUE[X]

Location: United States