SCENARIO
United Airlines has decided to run a Super Bowl ad to try to gain market share amongst large airline carriers.
Delta Airlines has decided to try to regain any lost market share by hijacking the SB in some way.
TARGET OPPORTUNITY
Delta Airlines has used the tagline "Keep Climbing" since 2010 to represent the airlines commitment to growth and perseverance. This tagline can be more than a line, and can be elevated to a brand platform if the brand finds way to give flyers a chance to upgrade their flight experience from time to time.
SOLUTION
A free sports betting challenge to give potential flyers a chance to be upgraded for once.
Your agency has been hired to create a challenger strategy to the prime competitor in your category. Your competition is running a featured ad in the Superbowl and it is your job to offset any loss of market share that might result from their investment in the big game.
Competitor Brand: United Airlines- Time Bound (Initiative needs to run between Feb 4-18)
- Can't use Superbowl 2024 official license/IP
- Needs to be cost justified and feasible for the brandAirlines do little to differentiate themselves outside of features & fees.
The Landscape
Cultural Context
The best that can happen during air travel is that nothing goes wrong.
Passengers are constantly prepared to be downgraded in some form while flying.
Insight
Allow potential passengers a chance to upgrade for once.
Opportunity
Play to sporting craze of betting to play to feelings of surprise & joy.
Vehicle
Solution
A free sports betting challenge to give potential flyers a chance to be upgraded for once
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Rules
Users can place a free "wager" on certain 50/50 props during the Super bowl.
Users can place a 3-5 leg parlay
3-Leg Parlay - Economy to Comfort+
4-Leg Parlay - Upgrade to Premium Select
5-Leg Parlay - Upgrade to First Class
Each Delta flight will have a 5 MAX redeemable tickets
(first come, first serve after flight)
Each “bet drop” will have different levels of prizes base on
how important the game is.
*users can only place one bet per email*
User Journey
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Rationale
Why should Delta do this?
Delta is all about elevating the experience of each potential passenger. Giving consumers a chance to climb high (a nod to Delta's "Keep Climbing" tagline) with an upgraded experience.
Delta can be the 1st in the airline category to successfully differentiate itself outside of features & fees. Delta can also attach their brand to big sports events without sponsoring.
What's Going On?
The Landscape
Airlines do little to differentiate themselves outside of features & fees.
Cultural Context
The best that can happen during air travel is that nothing goes wrong.
Insight
Passengers are constantly prepared to be downgraded in some form while flying.
Opportunity
Vehicle
Allow potential passengers a chance to upgrade for once.
Play to sporting craze of betting to play to feelings of surprise & joy.