EXPORT CASE STUDY: CROWD

China Southern Airlines worked with Crowd, a UK based global creative agency to create awareness for their brand in the UK.

The challenge
Although China Southern Airlines is one of China’s top three national airlines, boasts a superb new fleet of Dreamliner 787 aircraft,  and has very competitive prices, it’s brand awareness within the UK was small. Crowd was briefed to create a launch campaign to promote recognition and consideration amongst UK travellers planning flying to Asia, and Asia Pacific destinations. And due to China Southern Airlines’ exclusive routing, the campaign had to target travellers that could use Heathrow Airport.

The idea
Drawing inspiration from the Dreamliner fleet, and knowing that a good sleep and a competitive price are always the major drivers for long-haul travellers, Crowd created the ‘Dream Flight. Dream Prices’ campaign. 

This simple, yet visually striking campaign showed relaxed, sleeping passengers dreaming of the long-haul destinations they were travelling to, as well as the all important price point. A series of executions were created to show the various destinations travellers could fly to. 

To target potential travellers to Heathrow the ads ran as a highly targeted London Underground campaign, using large-scale digital OOH at Piccadilly, Paddinton, Liverpool Street, Waterloo and Victoria. Crowd also ran ads at Premiership Football matches, and two of the UK’s leading horse race events.

The results
By combining striking creative, targeted media planning and effective media buying, Crowd delivered huge numbers for the launch campaign: 

. 60 hours Onscreen Brand Visibility

. An audience of 89 million 

. 336 cumulative ad impressions 

. And one very happy client

“Crowd’s international expertise has taken our advertising comms to a new level and successfully launched us to the UK market.” Dean Saxby. Key Account Manager, UK and Ireland