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Changi’s Millionaire Dance Celebration Video!<br />Objective: To launch ChangiAirport’s largest ever shopping promotion.<br />Singaporeans invited to show what it feels like to win $1m in a flash mob-style mass performance, right in the heart of Changi Airport. <br />Attracted over 400 performers, professional and amateurs, aged 10 to 75.<br />Apart from driving retail, the campaign evoked heartwarming expressions of pride as well. Watch the video here. <br />
Evaluation<br />In terms of brand buzz, the campaign achieved US$1,403,605 million in PR value, 2.8 times the target:<br />260,000+ video views in the first six months<br />Coverage in 3060 blog posts<br />News coverage in 35 local and international press titles.<br />ChangiAirport recorded a 13% year-on-year surge in sales. <br />Was named as Campaign Asia’s top five viral campaigns of 2010, alongside multi-million dollar campaigns like Old Spice’s ‘The Man Your Man Could Smell Like’, yet cost less than $250,000.<br />
Nominee 2<br />Copenhagen International (CPH)<br />
Augmented reality iPhone app<br />The augmented reality iPhone app is designed to help users navigate the airport terminals.<br />This is a first for location-based augmented reality services, which typically don’t deliver information about the layout of indoor areas. <br />This app keeps track of a user’s location by using Wi-Fi signals generated inside the airport’s terminals.<br />
Evaluation<br />Copenhagen have been truly innovative and cutting-edge with respect to the concepts and technologies they’ve applied. Not only is their app extremely unique it also acts as a valuable tool to drive key business goals like engagement and customer service. <br />
A unique, real-time Twitter screen<br />In LGW, a Twitter FIDS screen is in full public view, allowing ‘social customers’ to tweet any issues that need attention. <br />Being in full public view, everyone can see the airport’s responses and their timeliness.<br />This was of great help to travelers stuck at the airport during the “snowmaggedon” in December 2010<br />
Evaluation<br />Gatwick’s extremely unique strategy to get the attention of customers while providing them a dynamic, real-time customer service solution is another great example of how a little innovativeness can go a long way in driving key business goals via social media while engaging customers along the way.<br />
A radical all-encompassing approach<br />Successes include being the first US airport to have a corporate blog and to use Facebook.<br />One of a few airports to gain 25,000 fansas well.<br />CEO himself engages with fans and travelers online and the team is led by a very hands-on Marketing Manager, Kristy.<br />
Evaluation<br />A huge aspect of the social media strategy is listening and engaging with customers, while empowering them to build a community around the airport.<br />
Nominee 5 <br />Harrisburg International (MDT)<br />
A holistic social media strategy!<br />Objective<br />To keep their followers, friends and fans up-to-date on weather, delays and conditions at the airport, along with travel, aviation and local tourism articles, blogs and commentary. <br />
Evaluation<br />Harrisburg’s goal has been to engage and listen to their audience’s needs, and increase brand awareness, top-of-mind recall, and influence behaviors with those audiences. In these terms, they’re noticing positive and significant reactions from the customers in terms of brand engagement. <br />
For more case-studies:<br />www.SimpliFlying.com<br />Helping airlines & airports engage travelers profitably<br /> http://www.SimpliFlying.com<br />