- Background
- Objectives
- Campaign
- Results
Reactive advertising
The airline wanted to be able to offer potential customers information about flight availability, new routes and late offers at short notice.
To explore new, creative and timely ways to make consumers aware of flight information and drive them to the bmibaby website to book flights.
ITV proposed using new technology which enables TV ads to be edited seconds before transmission, conveying up-to-the-minute data ‘as live’. The campaign launched in a two-week burst on ITV Central in June 2007, with a bespoke schedule around bmibaby’s existing break bumpers, and was later rolled out to Wales and Granada.
Effectiveness research showed that those who had seen the live ads in the Central region were far more likely to have a strong top-of-mind awareness of bmibaby, to be aware of the airline’s airports and destinations, and to book with bmibaby, than those who hadn’t seen them.