Best Airline Rich Media Online Campaign

Southwest Airlines has always positioned itself as a user-friendly airline competitive prices and easy booking. After a summer of rising air travel prices and added fees in 2008, the airline needed to make sure that consumers knew that with Southwest, nothing was going to change. The client came to Razorfish to raise awareness around their new campaign, “Hallelujah!” The goal of the online advertising campaign and microsite was to raise awareness of their continued low fares and strict no fee policy. When other airlines starting adding fees for checked luggage, booking and even in-flight snacks, Southwest wanted to stress that travelers who choose Southwest will have a simple, fee-free traveling experience – period. The online initiative was an extension of a larger television campaign that first announced Southwest’s no-fee, low-fare positioning. For the web, Razorfish created three amusing yet simple banner ads exclaiming no fees, no matter what, on checked luggage, munchies and flight changes. Southwest knew it certainly had an edge over its competitors with these policies, and the online ads, in conjunction with the television ads, helped secure this message in the minds of their target audience – adult business and leisure travelers ages 25-54. The overall message of the ads is meant to provide a feeling of relief for airline travelers deciding which airline to choose, resulting in an exaltation of “Hallelujah!” Additionally, the Razorfish team made sure to keep the ads simple and straightforward to stay in line with Southwest’s overall philosophy – what you see is what you get.

Contributors:

Group Creative Director:	Matthew Childs
Associate Creative Director:	Kristin Woodward
Senior Art Director:	Jonah Gellert
Senior Art Director:	David Austin
Designer:	Peta Murphy
Senior Flash Developer:	Alan Bryant
Senior Account Director:	Daniel Alpert
Senior Account Manager:	Steven Frier
Project Manager:	Cuevas Sadaghiani

RAZORFISH

Location: USA