Virgin Atlantic

A multisensory experience like no other captures the magic of Christmas in flight and beyond

Brief  

We were asked to envision an exciting, new customer experiences that brought the Virgin Atlantic brand to life and give it a more distinct experience against their competition. Finding new ways to engage with their new and existing customers and generate ongoing excitement and brand awareness.  

Solution

Through a series of Christmas activations, we created excitement and magic, growing new audiences for Virgin Atlantic and a step change in engagement. 

We delivered an exciting cutting-edge, multi-sensory experience for Virgin Atlantic customers aboard a flight bound to New York a few days before Christmas. They were able to track Santa and his reindeer at 15,000ft through a live video broadcast before seeing him catch up with the plane and land his sleigh on the roof. We were able to merge the digital and physical using digital projections on the ceiling and then actually have a real Santa enter the cabin to greet customers in person. 

Virgin customers loved this so much we took the experience another step further the following Christmas where we connected two Virgin Altantic planes mid-flight and passengers were able to connect with each other to help track down Santa’s reindeer, through a series of digital and holographic experiences. We amplified these exciting experiences through a series of multi-channel digital campaigns, which we ran before, during and after their flight. 

Results

We discovered a totally new economic model aligned with an original customer experience that presented Virgin Atlantic as the bold, brave market disruptor that it is. We gave Virgin Atlantic a significant competitive advantage and meaningful differentiators in a crowded market full of similar offerings and indistinct value propositions.

Through these unique and exciting experiences, which merged the physical and digital worlds, we succeeded in creating magical memories for Virgin Atlantic customers.

At the same time, we gained an opportunity to test new technological capabilities on live audiences, generated significant media attention from features on CNN through to syndicated news and press. 

Earned media value: US$3.4m  

Impressions: 153m 

Clickthrough rates: 67-73%  

Sentiment: 8.2