Campaign details

Brand: JetBlue
Brand owner: JetBlue Airways
Lead agency: Lopito, Ileana & Howie, Inc
Country: United States, Puerto Rico
Industries: Airlines
Media channels: Online display, Online video, Social media
Budget: Up to 500k

Executive summary

JetBlue is the number-one airline in Puerto Rico. Being in the business of connecting people, particularly Puerto Ricans living on the island with those who have moved to the United States due to the economic crisis, JetBlue decided to show its appreciation to all. This was an initiative whose goal was to embrace, celebrate and identify with the Puerto Rican people and their culture, as well as a way to applaud Puerto Rico's resilience following the devastating effects of Hurricane Maria, just before its first anniversary.

Based on the insight that Puerto Ricans applaud upon landing, JetBlue decided to reciprocate this show of appreciation by taking the applause to the next level. On a special flight from New York to San Juan, Puerto Rico, JetBlue surprised all passengers with the first-ever mid-air musical applause. The video went viral, achieving more than 12m impressions.

Market background and objectives