Since the 1960s, Icelandair has offered a unique benefit ‘ the Icelandair Stopover. The offer allows passengers to stop in Iceland at no additional airfare on their way to over 20+ European destinations. A sweet deal yet a deal that’s not so easy to explain concisely to busy consumers. To capture consumers’ attention, we partnered with Uber SUVs for one day ‘ transforming SUVs into an immersive Icelandic ad experience. The uninterrupted environment allowed us to clearly communicate the Stopover message while providing surprise and delight to passengers along the way.
There’s no lack of demand for travel to the stunning Nordic country. It’s become an ‘IT’? destination ‘ offering Narnia-esque landscapes, the Aurora Borealis, a unique geothermal spa, amongst a slew of adventure and cultural activities. However, the Icelandair Stopover deal did not enjoy the same level of awareness as the direct flights to Iceland.
The overarching campaign strategy was to communicate a clear message about the stopover travel benefit to potential travelers in order to raise awareness. To concisely share the benefit-driven message while maintaining the refreshingly Icelandic, quirky brand voice, the campaign featured the tag: ‘Some airlines give you miles. Icelandair gives you time.’?
Our goal was to extend this messaging about the unique offering via an equally unique experience. Our strategy was to engage and educate the consumer on Icelandair’s Stopover offering in an uninterrupted environment to communicate the complex message via a first-to-market promotion with Uber.
Partnering with Uber provided a multitude of benefits:
- A first-of-its kind experience
- A luxury, uninterrupted environment to communicate a complex message in an impactful way
- A shared vision of creating an elevated experience while connecting customers to their favorite destinations, whether around Boston or the globe
The First-of-its-Kind Partnership
As part of the Uber partnership, we sent an email blast to these Uber members and providing the option to take a free Icelandic Uber ride with branded surprises.
30 UberSUVs were furnished with products from Iceland, including Icelandic music, Icelandic Glacial Water and Blue Lagoon lotions. The SUVs also included Icelandair pillows, blankets, and travel information, providing a comfortable ‘in-flight’? experience for passengers en route to their final destination.
In one special vehicle, we surprised passengers with 2 free tickets to Europe with a Stopover in Iceland. Then, we asked the passengers if they had time to ‘stopover’? and invite someone special to Europe ‘ further reinforcing the ‘Stopover’? message.
Additionally, Uber and Icelandair promoted the experience across their owned channels.
By partnering with Uber to provide users with a valuable service for free, Icelandair was able to reach an engaged audience. Once we had the prospective customer’s attention, we provided them with a ‘comfortable in-flight experience’ ‘ a novel, meaningful way to communicate the Stopover benefit.