2013 Winners & Shortlists

Results and Effectiveness

Around 1,000 fans changed their cover photos exposing it to more than 200,000 friends on Facebook. Around 1,000 photos of the car stickers were uploaded. More than 12,000 people were talking about “I Love Summer” with an engagement rate of 1.1793%, which is very high given that the industry average is only 0.17%. “I Love Summer” managed to create conversations beyond their community and was able to change their travel plan habits for summer. Sales target exceeded by almost 50% achieving a pre-booking target of 93%.

Creative Execution

In order to pre-empt the competition and instill the holiday spirit before their usual summer travel-planning period - “I Love Summer ” was announced to 20,159 fans of Jazeera Airways. We asked them to change their cover photo, the most personal space on Facebook, to a Jazeera Airways branded photo! We provided them with cover photo templates to personalize their preferred destination with “I Love Summer in…” slogan. Branded car stickers with favored destinations were distributed in the malls. Fans were also encouraged to post pictures of their car stickers. The most creative cover photos and car sticker pictures were rewarded with travel vouchers. All these were exposed to their friends too through their timeline.

Insights, Strategy and the Idea

Around 408,289 individuals travel between June and September in Kuwait for their summer break making it the busiest season for the airline industry. Jazeera Airways, a fast growing airline in Kuwait, aimed at getting a lion share of 65% pre-booking for this lucrative period. This would mean changing potential traveller’s habit of booking their summer break earlier than usual. Faced with limited information on the travel behavior, the agency embarked on understanding the emotions attached with their summer travel to their respective destinations. The responses were filled with nostalgia of spending time with their loved ones, exploring a new destination and how they looked forward to their summer break and the idea of “I Love Summer” was born.