Title "Bird"
Agency adam&eveDDB
Campaign VW Bluemotion
Advertiser Volkswagen
Brand Volkswagen

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adam&eveDDB inspires you to ‘Let it Fly’ with dynamic web experience for Virgin Atlantic

adam&eveDDB and Virgin Atlantic have created a truly dynamic web and mobile web experience to serve customers personalised inspiration films, encouraging them to ‘Let It Fly’.

Based on an innovative bag-packing tool developed by adam&eveDDB, the experience (http://virginatlantic.com/letitfly) asks users what they would pack for their dream trip by choosing from hundreds of items.

From that individual preference, the app infers a huge amount about the user from which it crafts a personalised experience with a beautiful and unique snapshot of their tastes.

Each film recommends a personal itinerary including the destination, a restaurant and specific dish, a way to spend an afternoon and evening, and a ‘Let it Fly’ hero activity to really gets the most out of the location.

Films are further personalised by dynamically incorporating the user’s location and weather, as well as live tweets and Flickr images from the venues and attractions. A dynamic personal endframe then allows users to see the places they’ve been recommended on a map, read a city guide to their destination, and book their flights.

Users can also share their personal bag on social channels and also enter a competition for a chance to win flights to the destination they’ve been recommended.

The activation is part of Virgin Atlantic’s new brand campaign, created by adam&eveDDB, which launched last month. The new campaign takes the airline in a new direction with a focus on its customers, encouraging them to ‘Let it Fly’.

Alex Hesz, Director of Digital, adam&eveDDB: ‘We’re really excited about what we’ve worked with Virgin Atlantic to create; a truly innovative, dynamic experience that will serve as a longstanding inspiration tool on VA's website showcasing what ‘Let it fly’ can mean for any individual. It shows how the brand idea can carry seamlessly into interactive experiences.’

Hamish Rickman, Head of Brand Engagement at Virgin Atlantic commented, “By creating this online tool, we’re looking to inspire our customers to discover our destinations in a fun and engaging way. We’re aiming to bring our new campaign “Let it fly” to life by encouraging people to share their dream destination and also offering the chance to win flights.”

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