To the average consumer, "Corporate Social Responsibility" (CSR) feels more like corporate jargon than charitable good. But to Delta Air Lines, it represents the important role Delta plays in real communities and the countless lives made better through the organizations they support.
Delta and Moxie worked together to bring this to life, making CSR human to create emotional connections with customers and drive awareness of the ways Delta supports the communities it serves. To do this, we needed to educate passengers about Delta's CSR initiatives and demonstrate the broad impact of Delta's global efforts to give back.
In only :60 seconds, we show the breadth of Delta's community contributions in a way that connects with consumers on an authentic, meaningful, engaging level. By telling an emotional story of the impactful ways Delta makes a difference in the communities it serves, we strived to connect with customers, so that they felt that Delta makes a difference in ways they care about and can feel a part of.
In a poetic, yet fast-paced, anthemic rallying cry, we put Delta's customers at the center of the story: "Just by getting there, you — yes, you — you're changing the world." This approach enabled us to draw a direct line from the choice to fly Delta to the personal impact that choice makes via Delta's contributions to charities like Habitat for Humanity, Breast Cancer Research Foundation, Marine Toys for Tots, The Nature Conservancy and Pride. Instead of applauding Delta's philanthropic work, we celebrated the role that each customer plays in making that work possible. This subtle shift personally connected Delta's customers to the message that a Delta ticket buys much more than just a flight; and this connection, in turn, created an emotional incentive to fly Delta.
To tell the story, we leveraged real footage of Delta community engagement – employees building homes with Habitat for Humanity, marching in the NYC Pride parade and celebrating the community of breast cancer fighters and survivors – coupled with aerial footage of landscapes often seen from a cabin window, connecting passengers' macro view of the world from 30,000 feet with the micro, personal view of the impact they have. Propelling viewers through the story is the voice of Delta, Viola Davis, whose powerful performance drives the momentum of the story, running through everything Delta does: "that ticket in your pocket takes a dreamer to college… builds homes, habitats, playgrounds and pride… honors heroes for their heroism, makes miracles from medicine… supports art for its will to make us see through different eyes…" settling, finally, with "And all of it is possible because of you."
Strong social metrics helped demonstrate a substantial impact and relevance to Delta's audience. With 7.2 million video views across Facebook, Twitter and Instagram, the video had large exposure and Twitter organically drove a view rate 2x higher than the benchmark on the channel.
In addition to excellent social exposure, the video ran on broadcast and in-flight entertainment seatbacks reaching over 500k customers per day as they travelled across the world. The spot resonated powerfully with Delta's customers on an emotional level, both educating and connecting them with Delta and the communities we serve.
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