Virgin Atlantic’s latest campaign, created by Adam & Eve/DDB, urged people to seize the day and make those “One Day” goals and aspirations happen. The airline has picked out tweets from users who have written a message in the past about activities they would like to do “one day” and posted them across Digital Out of Home. If the selected tweeter sees the DOOH and gets in touch with Virgin Atlantic by the end of the day, the company will help make their dreams a reality.
The campaign kicked off with a tweet from @molly_bayston three years ago saying “Proper want to go sky diving one day!” Virgin Atlantic reached out to her with the message “tweet us before midnight and we’ll help make your #OneDay happen.” Molly saw it and got in touch, so Virgin Atlantic rewarded her with a trip to go sky diving in California!
Grand Visual produced over 200 pieces of copy for the campaign with the DOOH creative updating across the day as the hunt for the chosen Tweeter progressed.
Hamish Rickman, Vice President, Marketing at Virgin Atlantic commented:
“So many of us say ‘one day I will…’ but all too often we don’t allow that ‘one day’ to happen. With this campaign, we’re not only aiming to motivate and inspire people to achieve that one thing they have always talked about but for a lucky few, actually help make it happen”.
The campaign, planned and booked by PHD and Talon, was live from the 16th-20th May across ECN, Exterion, JC Decaux, Ocean Outdoor, Outdoor Plus & Storm networks across the UK.