Sunday, June 13, 2010

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.

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