Swiss International Air Lines: Bringing SWISS Out of the Sky and into Your Hands

 

Campaign Summary

Swiss International Air Lines (SWISS) was not well known in the U.S., despite its global presence. It wanted to give consumers the chance to try its luxury offerings, so it built an immersive augmented reality (AR) experience that could be navigated by a mobile device. The goal of the experience was to remove any barriers holding travellers back from trying SWISS.

Strategy

Objective and Context:

SWISS serves more than 100 destinations in 44 countries worldwide. However, the majority of Americans haven't heard of it. The objective of this campaign was to showcase the SWISS luxury experience and raise brand awareness among experienced business class travellers.

Target Audience:

The target audience was affluent and educated Americans who frequently travel for leisure.

Creative Strategy:

Brand research showed that once people flew SWISS, their subsequent consideration rose ten-fold, but getting them to try it was a challenge. The brand wanted to give consumers a chance to experience SWISS business class travel from the ground, so it built an immersive AR unit. A WebAR portal allowed users to tour the cabin, sit in the seats, and learn about the in-flight dining and entertainment options while using their own smartphones to navigate.

Execution

Overall Campaign Execution:

This AR tactic is part of an ongoing SWISS brand awareness campaign.

Mobile Execution:

This activation was 100 percent web-based mobile. SWISS launched the WebAR experience via banner ads to achieve maximum scale among a highly targeted audience. Consumers were able to experience SWISS wherever they were in the world.

Results (including context, evaluation, and market impact)

The campaign over delivered across the board, earning 9,420,784 impressions, 55,039 expansions into the experience, 49,906 secondary engagements (camera access and hotspot interactions), and 3,729 clicks to SWISS.com.


Categories: | Industries: | Objectives: 360-Degree Video | Awards: NA Finalist