2012 Winners & Shortlists

Results and Effectiveness

Promoting Jazeera Airways as a refreshing summer drink was the taste of escape that people in Kuwait needed. We were ably to engage our audience in a very personal way, and directly convey the refreshing feeling our campaign was promoting.The campaign results were beyond expectations, Jazeera Airways achieved a conversion rate that was 11% above the expected and bookings were 14.33% above anticipated sales figures.The Jazeera Airways Summer Drink has since travelled thousands of miles from Kuwait, and became the official refreshment drink onboard all Jazeera Airways flights during the summer period.

Creative Execution

We created a perfect concoction of a refreshing drink that resembled the colours of Jazeera Airways. Promoters with back-mounted coolers walked among the beachgoers, offering them this refreshing drink along with flyers that had the destinations that Jazeera Airways flew to. These flyers also suggested the most attractive summer destinations, sites to visit in each country, and a multitude of activities for keeping busy during the summer break. To give the campaign a maximum cover, traditional media like dailies, branding on public transports and online was utilised.

Insights, Strategy and the Idea

In a small market like Kuwait, two local airlines and several multinationals compete for share of passenger travel. Jazeera Airways, a low cost airline in Kuwait, enjoyed more than 27% share of travel in 2010. The objective was to get a bigger share of travel during the summer season by encouraging bookings and driving traffic to the website with an aggressive target of 8% conversion. The summer months were approaching fast, and people began planning their summer getaways. With the scorching temperatures rendering any outdoor activity intolerable, everyone needed a “refreshing escape”. And a refreshing escape was just what we’d give them.