Plan.Net: For Swiss in search of hidden costs
Plan.Net has created a display campaign, including an online game, for Swiss. The goal is to position the Swiss airline among young adults as a high-quality carrier with fair prices and to show that it can easily compete with offers from low-cost airlines.
Plan.Net has realized a display campaign including an online game for Swiss. The aim is to position the Swiss airline among young adults as a quality airline with fair prices and to show that it can easily compete with offers from low-cost airlines. While the latter can incur expensive extra fees during the booking process, Swiss always quotes the final flight prices including the return flight, according to a press release from the Munich-based interactive agency.
Various online banners are now being placed on high-reach Swiss portals, party and photo communities, networks and student sites. The banners initially show an offer from Swiss, which is suddenly interrupted by an advertisement from a fictitious low-cost provider with the invitation "Cheaper? Then click here!". It appears as if the appeal comes from a competing airline - however, the mouse click triggers the "price alert level red" and takes the user directly to the Microsite of Swiss.
The campaign is aimed at young adults between the ages of 18 and 28 who plan and book their vacations mainly online, but may not immediately think of Swiss when it comes to cheap flights. On the microsite www.preisalarmstuferot.com Swiss offers are therefore compared with those of other airlines. Among other things, hidden costs and the lack of service on low-cost airlines are revealed. By clicking on various symbols, players can call up information on the numerous services that are included in the Swiss price from the outset.
In the online game, individual components of a "care package" must be packed together from the conveyor belt under time pressure, whereby each item may only be clicked once. Every week, four tickets for European flights from Basel are raffled off among the participants.
Various online banners are now being placed on high-reach Swiss portals, party and photo communities, networks and student sites. The banners initially show an offer from Swiss, which is suddenly interrupted by an advertisement from a fictitious low-cost provider with the invitation "Cheaper? Then click here!". It appears as if the appeal comes from a competing airline - however, the mouse click triggers the "price alert level red" and takes the user directly to the Microsite of Swiss.
The campaign is aimed at young adults between the ages of 18 and 28 who plan and book their vacations mainly online, but may not immediately think of Swiss when it comes to cheap flights. On the microsite www.preisalarmstuferot.com Swiss offers are therefore compared with those of other airlines. Among other things, hidden costs and the lack of service on low-cost airlines are revealed. By clicking on various symbols, players can call up information on the numerous services that are included in the Swiss price from the outset.
In the online game, individual components of a "care package" must be packed together from the conveyor belt under time pressure, whereby each item may only be clicked once. Every week, four tickets for European flights from Basel are raffled off among the participants.
Responsible at Swiss: Parand Rohani, Alexander Strehler. Responsible at Plan.Net Cencept: Marcus Schnarr, Sven Mentel (management), Katy Lohse (consulting), Katrin Kalchschmid (senior media planner), Catharina Jaschke (junior media planner).
