Wishliner Deep
This work
in other
nominations
Special Projects
Task
Business purpose: Increase in number of regular customers of a brand. Marketing purposes: expansion of club of loyalty of a brand representatives of target audience, increase in loyalty of the current participants
Ideas and solutions
Creative: S7 Airlines has decided to give battle to banal wishes, and have started "Wishliner" - a configurator of not banal wishes. Each wish is based in words from the different languages of the world designating difficult, but such familiar emotions. The user needs to mix only simple emotions, and the system will create for him an unusual congratulation. Having shared a congratulation on the page, it is possible to participate in a draw of bonus miles of the loyalty program. There is no S7 Priority card? Forward on the page with registration! The insight and the idea of the project well supplement the communication platform of a brand of S7 Airlines in as which basis the accent not on planes, namely on emotions which are experienced by the traveler acts. Realization: We managed to bring together library from 81 foreign words - all of them designate various emotions and have no equivalents in other languages. Then we have registered algorithms so that each configured wish corresponded to the initial emotions chosen by the user. Success of the done work is reflected by results after holding a campaign. As the beginning everything was served by desire of the management from the client to expand the special project to a federal campaign. Further our wishes have branded planes, printed materials and front desks at the airports. Project results: — 6 million miles stated at start of the project have been distributed among users in the first 72 hours. — The mechanics of "mile for share" has allowed to configure in total 90 000 New Year's wishes from which 30 000 it has been published on social networks. — And the most important — nearly 150 000 people have connected desirable emotions, having configured a wish the next year
