|Brief||A pair of cute teddy bears arrive at Heathrow Airport for Christmas. As they navigate the huge airport, they receive the very best service and easily find their way - although the escalators make them nervous, and there's a mishap in the gift department. Finally they are greeted by their family, and we see they're actually a sweet older couple. Coming home is the best gift of all.|
|Fecha de primera difusión/publicación|
|Sector Empresarial||Transportes aéreos, de carreteras y marítimos, ferrocarriles|
|Lema||We have been working with London Heathrow since 2016, taking them from a travel hub to a destination in its own right, driving brand affinity and increasing retail sales.|
|Sinopsis|| Going on holiday is a wonderful experience. The excitement of planning it, the countdown to it, choosing your outfits, packing your bag, and the anticipation of time away from the norm.|
But do we ever consider the airport part of this wonderful experience? We wanted to make the Heathrow brand meaningful by turning it from a travel hub to a story hub.
The objectivesThe commercial objective was to increase retail sales by 2% YOY. An ambitious target and one that could not be met by bottom line savings and retailer promotional activity alone. We positioned Heathrow as a global leader by creating a higher purpose that resonates with a wide target audience. Gathering stories of all who pass through Heathrow.
|Filosofía|| The strategy|
Brands who deliver world class marketing win through making their purpose feel personal. And for Heathrow that meant establishing them as the most forward thinking airport in the world. An airport that moves from processing people to progressing people.
Famously, a cleaner who worked at Nasa stated his job was ‘helping to put a man on the moon’. This example of higher purpose thinking is what has the potential to unlock Heathrow’s desire to evolve from a pure facilitator of travel to a brand that enables each and every passenger to progress with every journey they make. We devised a new brand positioning that shines a light on our passengers and drives brand relevance by celebrating a higher purpose at an individual’s level.
The positioning was driven from an insight that now, more than ever before we need to feel closer to each other. In a world where people are closing doors, we believe that people should continue to explore and learn from each other. As an airport, we see it as our role to enable people to feel closer to each other. In fact, we bring 270k passengers closer, everyday.
Our work to date with Heathrow has seen us deliver five stunning creative campaigns, all centred around the notion of personal stories that occur at Heathrow. Christmas, Coming Home, was our first Christmas campaign for Heathrow - and the first appearance of Mr and Mrs Bair.
|Problema|| These campaigns needed to build on the success of the 70th birthday campaign and work hard in retail. We believed that the power of emotions – that naturally reside in Heathrow at Christmas – will provide the cut through needed at this competitive time of the year.|
Whilst summer is the time for people to depart on their adventures, Christmas is a time to come home to your loved ones. Leading us to the single thought that Heathrow can provide the most precious gift of all; the gift of coming home.
In our first film in 2016, we follow two bears travelling home for Christmas, highlighting charming moments of their experience as they travelled through Heathrow to meet their awaiting family and finally resolving in the unveiling of their true selves.
The campaign stole the hearts and minds of the nation, surprising everyone with a beautiful story that drove huge volumes of earned media for Heathrow. A campaign that also encouraged people to spend physical time in our airport and resulted in a significant uplift in spend per passenger.
Our Christmas bears were so successful that we brought them back for the second year in 2017, this time telling the story of coming home over the ages. Our objective and strategy remained consistent. We created a fully integrated campaign idea that brought the bears to life and made people feel warm towards Heathrow during the festive period.
As an addition to the bears activity, we shone a light on real passengers coming home for Christmas. To create real impact, we broadcasted a live stream of Heathrow arrivals at Waterloo station. We showcased real homecomings, resulting in a warm Christmas feeling in the station; a real contrast to commuters normal experience.
|Resultado|| The Heathrow Bears stole the hearts of the nation resulting in 110 million earned views from other’s Facebook posts in the 6-week campaign period – hugely outweighing the 884 thousand we were able to achieve through media spend. And they also picked up global press coverage and event reported as “The Bears who stole Christmas”.|
Whilst reserve and collect wasn’t a key objective for us, it was also pleasing to note that online visits to boutique increased x5 fold during the campaign period.
Our creative platform has provided consistency across everything we do. This is most obvious in our two key campaigns each year, however. it also runs throughout our ‘always on’ communications. We have a smart, data-led targeting approach to acquire and engage potential passengers, promoting products and services throughout their journey.
Our creative platform has allowed us to integrate emotional messaging into our timely andfunctional targeting. Insight and data have been crucial for us to establish a powerful brand positioning and understand how and where we speak to our passengers. Insight is such a fundamental part of our communications, that we now have an online panel of passengers with whom we can ask questions of and test communications and ideas with.
|Editorial Company||Final Cut|
|Marketing Director||Rebecca White|
|Realizador||Dom & Nic|
|Director ejecutivo de creación||Ben Mooge|
|Director ejecutivo de creación||Andy Sandoz|
|Miembro del equipo creativo||Dan Bolton|
|Miembro del equipo creativo||Barney Packham|
|Responsable de cuentas de agencia||Caroline Saunders|
|Responsable de cuentas de agencia||Julia Mahoney|
|Postproducción||The Mill London|