So you’re telling me there’s a chance…

Ideas February 24, 2012 12:28 pm

So you're telling me there's a chance...

I mentioned it a few weeks ago on my tumblr, but I like to try and stretch my skill set every chance I get, whether it’s trying to learn how to code or trying to hone my creative thinking skills.

To try out my creative chops, I’ve found a few great sites (namely Victors & Spoils and EverybodyShout!) that let anyone {including nerdy researchers like myself} pitch their ideas for ad campaigns.  It’s a great learning exercise, and really pushes me out of my comfort zone.  The ideas are judged, so it helps you learn what people are looking for and how to best pitch your idea.  It’s tough, but helpful.

And look at this, boys and girls:

I got a MAYBE.  Meaning my idea didn’t stink. Meaning it was viable, it was close, it was almost a YES.  Why am I celebrating ‘failure?’ Because I’m learning, and a MAYBE means I’m growing.

Here’s the idea I pitched for the American Airline brief on Victors & Spoils. A challenge on the V&S site is that all pitches have to be under 1904 characters, so even though I’m tempted to expand on my idea here, I’m being honest and sticking with the actual pitch I posted on their site.

The info:

  • Target:
    Human beings who fly on airplanes. Consumers who demand big things from the brands in their lives.
  • Objective:
    Reinvent American Airlines. From the inside. From the marketing side. From all sides.

My idea: ‘We the People…’

The people who work for American Airlines are, well, people, too. They all travel, and they’ve all had their fair share of travel horror stories, too…

They’ve traveled with young children, with the only way to entertain them and get their energy out after a long travel day is to run up and down the moving sidewalks with them.

They’ve needed to charge their phones, etc. only to not find an available plug. They’ve resisted buying new books/magazines because they’ve already bought one & read it… five hours ago.

AA employees all have travel stories similar to their customers. Why not use their travel complaints as fodder for change? AA can rebrand as the airline of the people with an ad campaign featuring their employees’ stories: Rebranding their terminals as ‘people focused’ travel stations, offering entertainment for children, a magazine/book swap area, branded snack machines, and increased charging stations. Amenities for all, because everyone knows what its like to have a bad travel day.

Ad Example 1: A young female American Airline employee holds a squirming toddler on her hip. ‘The last time I flew with my 2 year old son, all I wanted was a safe area for him to play, but we settled for running on the moving sidewalks because there was nothing else to do…now, thanks to American Airlines, he can play in the AA playground to his heart’s content… and maybe sleep on the plane this time!’

Ad Example 2: An older male American Airline employee, coffee in hand. ‘All I wanted to do was get home, I had been traveling for 8+ hours. Our flight was delayed… once again. I was hungry and had read both my books I had with me. All I wanted was a snack and a new book, but everything in the terminal was closed. Now, thanks to American Airlines, if I’ve been waiting more than 1 hr, I can get a snack from their vending machines- FREE. All I do is enter my ticket, the barcode gets scanned, and I  select a snack. And I can swap my book for new reading material in the AA exchange zone.’

A penny for your thoughts?


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