Build Consideration for American Airlines and the AAdvantage Rewards program
Drive Consumer Action via Direct American Airlines Channels
For American Airlines first brand campaign in over 5 years, we were led by a strategy that elevated American’s ecosystem of benefits to a priority position as a way of connecting the airline with a uniquely rewarding consumer experience. But American Airlines is a big, complex, multi-dimensional entity with a wide range of offerings that matter to an even wider range of people with diverse interests and needs. So, how do you tie together everything from credit cards to comfy seats in a way that doesn’t just feel like a list of “reasons to believe”? How do you ensure that travelers of all types from business to leisure to even new “bleisure” travelers will find it compelling enough to book their next trip with American? And how do you show that your offering stands out in a highly commoditized category?
Our solution was to craft stories where each ownable benefit was woven together into a compelling narrative using word repetition as a recall-related technique. In a symphony of stories from the rooftops of Buenos Aires to Business Class on an American plane, we saw how each benefit impacted a different type of traveler. Whether it was “checking a bag” and asking for “check please.” Or extending a trip “one more day” and asking for a “little more” avocado on their toast. The charming voiceover tied each moment and offering together to show that they are all connected, and each one adds up to the most rewarding travel experience in the world. Because at American Airlines, there’s a reimagined loyalty program that’s loyal to flyers, and the brand doesn’t just move people and luggage. The airline is committed to moving experiences.
We were highly strategic about who we cast and how we told the stories. To make sure that we represented the diverse range of travelers that fly American every day, we had to squeeze every drop out of our budget to allow for 25 On-Camera Principals in 10 locations across two countries. Each moment was tailored around real travel insights that really matter to each audience. For example, Hispanic families often travel back from their home country with lots of gifts for friends and loved ones. So being able to check an extra bag is relevant to them. On the other hand, Black families show their family pride by dressing in curated matching outfits when they travel. By strategically crafting every scene to speak to a growth audience for American, we drove relevance and results from our work.
