2012 Results

CAT 40 - Consumer Services & Household Interactive (INT)

SILVER

CP+B Scandinavia (SWEDEN)

Scandinavian Airlines, "Point & Fly"40-01453-INT
 

URL: http://slowpoke.se/comp/2012/epica/pointandfly

Agency (city): Crispin Porter + Bogusky, Gothenburg

Copywriter(s): Annica Brinck

Art Director(s): Dennis Rosenqvist

Chief Creative Officer: Rob Reilly

Executive Creative Director: Gustav Martner

Associate Creative Director: Mattias Berg

Account Manager: Alexandra Moberg

Head of Interactive: Marcus Åslund

Executive Producer: Marcus Scheffler

Interactive Developer: Patrick Chan

Jr. Interactive Developer: Bogdan Orlov

Short explanation

Instead of creating a traditional ad and adopt it for tablet viewing, we decided to create an ad that uses the technical innovations of the tablet itself. In this way, we continue to build on SAS' reputation as an innovative company and at the same time prove that SAS still has the most destinations in and from Sweden.

Execution & Use of Media
Without the need of an expensive Apple iAd solution, we used the built in compass and GPS to construct a tablet-ad that automatically selects your nearest departure airport, as well as calculates a destination with a price for every possible direction you might face. Every time you (and your tablet) move, you will see a new suggestion for a new destination. If you see something you like, you can just click and book the flight, straight from the ad.

Results
The ad was published in the tablet version of Swedish No. 1 home furnishing magazine “Sköna Hem”. In the same tablet magazine, other interactive ads had a typical click through rate of approx. 10%. SAS’ tablet ad landed an impressive 22%.

Description

Scandinavian Airlines is the airline with the most international and domestic destinations in northern Europe.