Spanair taps demographics to deliver holiday surprise

Share this content:

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.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here