Time to fly

 

SITUATION

United had invested $120 million in renovating its Newark terminal but JFK was still seen as “New York’s airport.”

MANDATE FOR CHANGE

Leverage technology to create an immediate, disruptive way to convince busy New Yorkers that EWR is closer than JFK.

  • Ideation workshop

OUTCOMES

Silver Lion for creative use of real-time data
Bronze for data-driven targeting

“The taxi-top campaign allowed us to be the first to use innovative technology to show New Yorkers just how close Newark is, effectively helping us improve perception in a critical market.” Daniel Cuellar, Global Advertising Director

Agency: mcgarrybowen

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INNOVATION

Solving for pain points before people know how to articulate them.