Advertiser: JetBlue AirwaysBrand: JetBlue AirwaysAgency: MullenLowe U.S.Country: United States
Objectives
This case study shows how JetBlue, a regional US airline, tapped into a universal insight about travelling with babies to gain attention for the brand, build emotional engagement and drive consideration by showing flyers and mothers alike that they understand the hardships of a crying baby on a flight
With only 4% of domestic share and a meagre 28% share of the wallets of the families with small children segment, JetBlue needed to seize their every advantage. By utilising the insight that crying...