Kulula Shows How Convenient a Self-Serve Airline Check-In Can Be
Laura McQuarrie — January 7, 2015 — Marketing
References: kulula & creativeguerrillamarketing
In order to prove that an airline check-in doesn't have to involve frustration and a lot of waiting around in lines, South African airline Kulula set up a series of unmissable stunts in the Cape Town International and O.R. Tambo International Airports.
The #selfservice stunt involved demonstrating that you can check in from the comfort of your bed or the bathtub by creating motor vehicles shaped like these items and wheeling them around the airport terminals. With the campaign message printed boldly on the towels that hung from the tub and the sheets that covered the roving bed, the statement was pretty clear, especially to all of those travelers who were stuck standing in a slow-moving queue.
The #selfservice stunt involved demonstrating that you can check in from the comfort of your bed or the bathtub by creating motor vehicles shaped like these items and wheeling them around the airport terminals. With the campaign message printed boldly on the towels that hung from the tub and the sheets that covered the roving bed, the statement was pretty clear, especially to all of those travelers who were stuck standing in a slow-moving queue.
Trend Themes
1. Self-service Check-in - A trend towards self-service check-in in the airline industry is on the rise, presenting opportunities to develop innovative self-check-in methods for travelers.
2. Experiential Marketing - Experiential marketing is becoming more popular, and businesses can take inspiration from Kulula's playful check-in stunt to generate buzz and engage customers.
3. Creative Advertising - The success of Kulula's comical check-in campaign highlights the effectiveness of creative advertising and encourages businesses to think outside the box for their marketing strategies.
Industry Implications
1. Airline - The airline industry can benefit from developing more efficient and innovative self-check-in methods to enhance the passenger experience.
2. Hospitality - The hospitality industry can incorporate experiential marketing tactics to create unique and memorable experiences for guests.
3. Advertising - The advertising industry can learn from Kulula's creative and humorous campaign to develop impactful and engaging marketing strategies for their clients.
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