Executive Creative Director, EVP (Europe) and Managing Director (Sweden)
at
Crispin Porter + Bogusky Europe
Gothenburg, Sweden
| Title | Point & Fly |
| Agency | Crispin Porter + Bogusky Gothenburg |
| Campaign | Point & Fly |
| Advertiser | Scandinavian Airlines |
| Brand | Scandinavian Airlines |
| Posted | November 2012 |
| Business Sector | Airlines, Airports, Railways, Bus Lines, Ferries & Cruises |
| Story | Instead of creating a traditional ad and adopt it for tablet viewing, we decided to create an ad that uses the technical innovations of the tablet itself. In this way, we continue to build on SAS' reputation as an innovative company and at the same time prove that SAS still has the most destinations in and from Sweden. USE OF MEDIA : Without the need of an expensive Apple iAd solution, we used the built in compass and GPS to construct a tablet-ad that automatically selects your nearest departure airport, as well as calculates a destination with a price for every possible direction you might face. Every time you (and your tablet) move, you will see a new suggestion for a new destination. If you see something you like, you can just click and book the flight, straight from the ad. RESULTS : The ad was published in the tablet version of Swedish No. 1 home furnishing magazine “Sköna Hem”. In the same tablet magazine, other interactive ads had a typical click through rate of approx. 10%. SAS’ tablet ad landed an impressive 22%. |
| Media Type | Digital |
| Account Manager | Alexandra Moberg |
| Executive Creative Director | Gustav Martner |
| Chief Creative Officer | Rob Reilly |
| Art Director | Dennis Rosenqvist |
| Copywriter | Annica Brinck |
| Executive Producer | Marcus Scheffler |
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