SAS Snowflake - Give your dream trip wings

Give your dream trip wings

The challenge
Today Danes are traveling like never before, and inexpensive plane tickets at low prices are popular. With its snowflake low-priced tickets, SAS had a competitive product that could allow consumers to travel inexpensively by sitting farther back in the plane – to 48 European cities. Consumers associated SAS with high quality and comfort – but also with expensive plane tickets. The goal was therefore to both position snowflake as an attractive, low-price concept and sell as many of these inexpensive tickets as possible over the summer of 2006.

The strategy
Travel desire and inspiration became the focal point for a campaign website that opened consumers’ eyes up to the advantages of snowflake through involvement in evolving tests and contests starting in the spring and running through the fall of 2006 – with most focus on the summer period.

• Using SAS’ large database of newsletter recipients, 165,000 people were invited to participate in evolving activities on the campaign website
• Tests, contests and quizzes – the target group was for example challenged to reveal their dream trip and received individualized feedback with suggestions to a snowflake destination, attractions in that city and tips from the SAS crew. Another activity involved testing oneself to find out what travel type one was
• Banners on www.sas.dk generated additional traffic
• The campaign website also contained information, inspiration, prices and direct links to booking a trip
• Synergy with mass communicated marketing for TV and print

Results

• 22,000 more snowflake tickets sold
• Sales were 144% over goal
• 75,000 unique visits on the campaign site – 50% better than expected
• In all, 41,058 told us their dream trip – 64% more than goal
• 33% more newsletter recipients than expected chose to test themselves and find their travel types – without any kind of prizes or other motivating factors offered