Skip to main content

Opt for success.

Last week BD'M and United Airlines were awarded an EFFIE by the American Marketing Association for the success of its Travel Options campaign.

Travel Options by United is a marketing program that enables customers to purchase a la carte the premium perks traditionally enjoyed only by elite business travelers – e.g., using the faster security line, boarding early, enjoying extra legroom in Economy Plus, shipping your bags directly to your hotel room, lounging in the Red Carpet Club.

The agency's challenge was to launch Travel Options in a way that separated it from things like baggage fees and other price increases airlines had to implement to combat volatile fuel prices and a drop in air travel during the recession.

United and BD'M made this a success by digging deep to understand the product from the customer's point of view, mapping every conceivable touchpoint along the customer's journey, and adopting a very collaborative test and learn approach.  But perhaps real magic behind the program was the quirky little word we happened upon:  "Opt."  This simple idea not only conveyed choice, but became the glue which held together the full range of products and services United offers within Travel Options.

While BD'M has earned a number of accolades during this past year, including a Gold Lion in Film at Cannes and the distinction of being named "Best Small Agency in the U.S." by the 4As, the EFFIE Award represents an agency at its best – creating distinctive work that delivers superior results for its clients.


Popular posts from this blog

What makes a premium brand premium?

I was thinking the other day about the DNA of premium brands . One thing is certain -- it's a relative idea. For example, Hyatt is not a premium brand if you're used to staying at a W or a Ritz Carlton. But if your vacations to date have been holed up in a Holiday Inn, then by all means a stay in a Hyatt is a premium experience. Another thing is certain -- a brand is considered premium only when we believe it is worth the price. And that's where we can dig deeper. Why are we willing to pay more for a product when there are others that provide the same service or function at a lesser price? I have spent a good part of my marketing career developing strategies and ideas for a wide range of  premium brands, including American Express, Sony, Callaway Golf, Hilton, Jaguar, Land Rover – even the Toyota Prius.  Through these experiences I have come to believe that a premium brand is built upon specific tangible and intangible attributes that give it a sense wort

Zen and the art of an EV roadtrip.

I remember the anxiety I had when I cut the cord and switched from Cable TV to streaming.   Could I still watch live sports? Would I get all my favorite programs? Sure enough, with YouTube TV, the answer was a resounding yes to both questions.   Now I’m cutting a new cord — the gas pump — as I take my new Mustang Mach-E on a cross-country trip.   And like the time I cut Cable TV, I'm experiencing the same questions.  Will it have the range for a long drive?  Will I waste hours recharging along the way? Well, today is Day 1 on the Mach-E's first ever long distance drive , as we say farewell to Detroit and head to La Quinta.   For those of you thinking about buying an EV, I’ll be sharing daily posts to help alleviate so-called “range anxiety.”   (Trust me, in pressing the start button this morning, I’m taking a big trust-fall to shed the comfy muscle memory of ICE vehicles.) Today’s cool feature:   The FordPass app which plans the route and most efficient charge points, then send

Super game. Dull ads

As a passionate Giants fan it is safe to say that I had a good time yesterday. But as an advertising professional I felt a bit underwhelmed by the caliber of the advertising . Many were entertaining. But few possessed that intangible Super Bowl-ness...big, pop-cultural, fun. Even fewer seemed to have anything relevant to say about the brand, such as the Planters "uni-brow" spot. I loved the Bridgestone "screaming animals" spot, but it would have been a much better spot for the Saab featured in the spot than the tires the car rode upon. As for Bud, good spots, but I've seen the dog and horse thing before. Tide's talking stain was funny, but did it have Super Bowl-ness? My fav? The Coke "balloon float" spot. It was classic Coke (for Coke Classic). Big. Entertaining. Unexpected twist. Utterly charming. And Charlie Brown finally won something. Coke is about smiles. And that spot was just that. The Audi spot that I wrote about last week liv