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United Airlines GPS Taxi Tops

Partnering with mcgarrybowen and Kinetic, we created a dynamic out-of-home campaign for United Airlines that used GPS real-time traffic data to dispel the myth that travel to JFK is faster than travel to Newark Airport (EWR).

AWARDS / CANNES / DATA / INNOVATION / OOH / TRAVEL / UNITED AIRLINES / USA
A first-of-its-kind campaign
4As
2017

THE CHALLENGE

With all the inconveniences of air travel, you would think travelers at least would choose the easiest accessible airport. However, United Airlines found that many more Manhattanites elected to fly out of John F. Kennedy airport in Queens as opposed to Newark Liberty Airport in New Jersey. The reasons: a widely established misperception that anywhere in Jersey is less convenient than anywhere in NYC (because it’s in a different state) and, cultural resonance and pride that New Yorkers have for JFK.

OUR SOLUTION

United Airlines wanted to increase their flights out of Newark and we decided that the best way to convince traveling Manhattanites was to show them how much longer it would take them to get to JFK versus Newark. To get this fact across, we partnered with mcgarrybowen and Kinetic to outfit 125 iconic yellow taxis with a two-part live data reader that showed the transport time difference between the airports.

CLIENT FEEDBACK

“In the fiercely competitive airline advertising landscape of New York, it’s a constant challenge to think up new ways to cleverly stand out. The taxi-top campaign allowed us to be the first to use innovative technology to show New Yorkers just how close Newark is, effectively helping us improve perception in a critical market.” Daniel Cuellar, Director of Global Advertising, United Airlines

DELIVERING RESULTS

As each GPS outfitted taxi moved, the times displayed updated and always irrefutably favored Newark. Faced with the fact-based argument that Newark was always more convenient than JFK, Manhattanites changed their behavior. United passengers flying out of Newark in 2017 increased by 810K from the same period the previous year, while brand favorability jumped from 39% to 55%.

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Brand favourability jumped from 39% to:

RECOGNITION

This campaign has won multiple awards at the Cannes Lions 2018, AdWeek Media Plan of the Year Awards 2018 and WPPED Cream 2018.
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