Spanair taps demographics to deliver holiday surprise

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The Offer: Spanish airline Spanair surprised nearly 200 passengers on one of its flights from Barcelona to the Canary Islands as part of its “Unexpected Luggage” campaign, developed by Shackleton. While waiting for their luggage at close to midnight on Christmas Eve, all 190 passengers onboard saw individually wrapped gifts come out of the luggage carousel.

That Data: Shackleton segmented passengers into one of 12 groups based on customer data from Spanair. Each group received a different gift based on age, sex and professional status.

The Channel: The group filmed the event and then placed video and images showing how the campaign took shape onto YouTube, Facebook and Twitter.

The Creative: Creative is composed almost entirely of unstaged displays of surprise and delight among passengers at the time of the event, edited into video bites and images of passengers displaying their gifts.

The Verdict

Stacia Goddard is EVP of strategy at Purple@Epsilon, Epsilon's digital and direct agency. She previously worked as managing director at Hill Holliday. Learn more about her in a Q&A.

Hats off to Spanair who took “surprise and delight” to a new level this past Christmas Eve. By focusing on the customer experience, they let the consumer carry forward the brand via word-of-mouth and viral buzz. With a stronger PR component, we can only imagine how far the message could have gone.

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