2015 Winners & Shortlists

The Brief

In 2014, flynas – a Saudi low cost carrier operating regionally wanted to promote the launch of its 6 new global destinations. The objective was to create maximum awareness among the Saudi public and achieve high occupancy rates onboard its new routes. To cut through the clutter, our strategy was to announce the new destinations by telling the story from the perspective of flynas clients and their culture rather than talking about the airline or the destinations itself. The purpose was to emphasize flynas customer-centric approach in a category known for its well-established regional carriers with excellent heritage and services

Describe how the promotion developed from concept to implementation

The idea started with a unique Saudi insight. When Saudis drink coffee in social gatherings, they shake their hand to indicate that they do not need a coffee refill. We used this insight and told a story of how this gesture is spreading globally from destination to the second until it became a global phenomenon via a TVC and social media adverts .As such flynas was portrayed as the facilitator who helped in spreading this unique cultural gesture by enabling more Saudis to travel abroad and spread their traditions with them vis-à-vis its moderate prices

Describe the success of the promotion with both client and consumer including some quantifiable results

By celebrating a pure Saudi gesture, we were able to prove to the Saudi public that Flynas is really a customer-centric airline that understands them and cherish their culture, all the while informing them about our new destinations in a fun and subtle story that played on their pride without being intrusive or enforced. The favorable social media buzz that followed along with a 79% occupancy rate which was around 12.85% higher than what our client had expected were an excellent sign of success for an airline that was perceived as a regional rather than a global carrier

Explain why the method of promotion was most relevant to the product or service

In a cluttered category where airlines announce their new destinations by portraying people around landmarks or showcasing touristic sites, we saw an opportunity to tell a different kind of a story. A story, which emphasize on the cultural exchange happening when people travel rather than on the touristic sites. This provided us with a unique opportunity to give travel a new cultural dimension. Finally, celebrating a unique Saudi tradition portrayed flynas as a customer centric airline that knows Saudis more than any other airlines and it positively tapped on Saudis pride of their culture.