JetBlue wanted to remind New Yorkers that they are their hometown airline by turning a traditional OOH program into the unexpected.
Rapport and Mullen Lowe were tasked with brainstorming a creative way to turn a typical bus shelter package into a program that could drive consumer engagement. Prizes were being offered as part of the campaign, so we needed to ensure that they were found in a fun and interactive way to not only create buzz, but also allow us to record peoples reactions and create content that could live online.
54% of units were redeemed within 24 hours. The video that was released generated over 1.6 million views along with positive consumer reaction and press mentions in Entrepreneur, Creativity, Travel + Leisure, and Fox 5.