One problem that many consumer promotions suffer from is believability. People don’t believe they will ever win the prize that’s being dangled before them. Like winning the lottery, the odds are against it.
One way to combat this is to make the promotion even more unbelievable. JetBlue and MullenLowe have managed to do this with Go Get Gifted, a holiday promo that will turn five lucky winners into literal holiday gifts by flying them home to surprise the ones they love on 12/24/18.
https://youtu.be/KaWyE-s5fRg
JetBlue will not only bring the winners home—the airline will gift wrap the winners from head to toe for the complete package.
CLIENT: JetBlue
EVP Commercial and Planning: Marty St. George
VP, Marketing: Elizabeth Windram
Director, Brand & Advertising: Chantal van Wijnbergen
Manager, Advertising, Social & Content: Heather Berko
Senior Analyst, Advertising & Content: Morgan Verdi
Senior Analyst, Content & Social: Molly Himmelstein
Coordinator, Content & Social: Maryanne Dao
AGENCY: MullenLowe U.S. (Boston, MA)
Creative –
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
VP Creative Director: William Binder
Associate Creative Director: Patrick Regan
Senior Art Director: Jessica Grantham
Senior Art Director: Tatchie Blois-Green
Copywriter: Caroline Tan
Account Management –
SVP, Group Account Director: Emily Brooks
Account Director: Matt Duerr
Account Supervisor: Beba Rivera
Senior Account Executive: Judith Berg
Strategy –
SVP, Chief Strategy Officer: Elizabeth Paul
VP, Group Strategy Director: Ellie Gogan-Tilstone
Strategy Directo
BROADCAST PRODUCTION COMPANY: Gifted Youth
Director: Fatal Farm
Managing Director: Dal Wolf
Executive Producer: Anthony Ficalora
Executive Producer: Josh Morse
Producer: Cary Gillespie
Editorial: Exile Edit
Editor: Kyle Brown
Flame Artist: Federico Saccone
EP: CL Weaver
Producer: Brady Fiero
Color: MPC
Colorist: Mark Gethin
Producer: Rebecca Boorsma
Sound Design: Lime Studios
Engineer: Rohan Young
EP: Susie Boyajan
Activation Production: Gin & Burger
EP: Dana Discordia
