When Frontier Airlines needed some fresh air under their wings, they sought help from a big ideas team with the agility and responsiveness of a small agency – one with expertise in D2C relationships. To shift the perception of Frontier Airlines from “most uncomfortable airline” to “greenest airline” would take some strategic thinking and a few stunts.
- Brand strategy
- Design
- Copy
- Photography
- Video production
Frontier’s reputation was grounded. In order to cut costs, they’d made some changes to their planes that people weren’t loving. Thanks to our experience with D2C relationships, they brought us on board to get their greener image to take off.
We concepted big idea campaigns that could turn pain points into talking points, repositioning the image of the airline from a low-cost carrier to a low-emissions carrier. We wanted to help Frontier move toward the mindset of a D2C brand and own the relationship with their customer.
FlyGreener.com makes a daring proposition: Flying doesn’t have to be the least green thing you do. This educational campaign combated the cognitive dissonance of an airline actually being “green.”
Destination: Greenville. America’s Greenest Flight out of Denver hyped a 40% more fuel-efficient flight. Promotions included .gifs, the “Green As” video, and ads in Boulder.
We followed up America’s Greenest Flight with the Green(e) Flies Free promotion. Passengers with the last name of Green (or Greene) got on board for a free flight, and Frontier landed killer reach on social media.
We sketched, mocked up, and brainstormed our brains out concepting original and eye-catching campaigns for various Frontier promotions and initiatives. For Kids Fly Free, we shot a campaign video and came up with some "that's crazy!" lines to build hype for Frontier's family-friendly flight deal.
Green(e) Flies Free went viral, with people all over the country tagging friends with “Green” in their name to get a free flight. The result: Thousands of free impressions and increased goodwill toward Frontier.
Even Lionel Richie weighed in on the fun.
The Green Campaign brings to life a uniting brand message for the airline, and Frontier is using it at all levels of the company–from CEO to HR to customer.
— Barry Biffle, President and CEO of Frontier Airlines
— Eric Fowles, VOLTAGE CEO
