Role: Strategist
Client: Vueling
Industry: Airline
Platform: IG, Meta
Location: Barcelona
Year: 2018
Context
The in-flight shopping experience is evolving as airlines adapt to changing passenger expectations and technological advancements. Passengers increasingly seek personalized and engaging interactions during their flights. Airlines are responding by transforming in-flight shopping into a more unique and memorable aspect of the journey, aiming to meet passengers' desires for a more meaningful and connected experience.
The Problem
In-flight shopping has traditionally focused on convenience and luxury, but it often fails to engage passengers meaningfully. Many passengers view in-flight retail experiences as mundane or uninteresting, often ignoring them altogether in favour of other activities such as sleeping, watching movies, or working on electronic devices. As airlines seek new revenue streams and strive to enhance passenger experience, they are exploring innovative approaches to revitalize in-flight shopping. By understanding and tapping into passengers' emotional states during flights, airlines can create a more personalized and memorable shopping experience that goes beyond mere convenience, fostering a deeper connection with their customers.
The Insight
In times of stress, people tend to find outlets to relieve, distract, or heal themselves. It’s fair to say that air travel is generally filled with stress and boredom. During flights, passengers are in a confined space for an extended period, which can lead to feelings of restlessness or anxiety. Retail therapy offers a form of escapism, allowing passengers to focus on something enjoyable and within their control. This activity provides a sense of pleasure and can temporarily lift the mood, acting as a coping mechanism to alleviate minor stresses of travel.
Creative strategy
The Window Shopping for the Soul campaign was a strategic initiative that sought to redefine the in-flight shopping experience by tapping into the emotional states of passengers. At its core, the strategy leveraged the three pillars of joy, excitement, and the pleasure of discovery to resonate with passengers’ emotions. The campaign unfolded through a series of narratives that highlight the joy of finding new treasures, the excitement of exclusive offers, and the pleasure that comes from the discovery of unique products.
MY CONTRIBUTION
• Brand Activation Plan
• Brand Communication Plan
• Cultural strategy
• Social Media Strategy
• Qualitative Research
• Benchmarking
• Consumer Insights Analysis
• Buyer Persona Definition
• Customer Journey Mapping
