I just did my senior advertising campaign project on UA
's brilliant new campaign - my focus was on their animated debut, "The Interview." Subsequent ads have been just as good, save the newest slot introduced on SuperBowl Sunday. While the "dragon" theme is charming and cute, one hardly knows the ad regards United Airlines (with the exception, of course, to those within this forum who hear 'Rhapsody in Blue' and immediately conjur up a UA
aircraft banking gracefully in the sunlight).
What makes this campaing so truly brilliant is UA
's redeffinition and reestablishment. This (coupled with other initiatives such as exPlus, etc) really shows UA
's focus on reconnecting with Business Travelers, and the role UA
will play in these individuals' success in the future. The animation shows the fine line between being aggressive and subtle at the same time. The ads are soft, implying UA
's sincere endeavor to win back its loyalists (even sort of the "sorry for ever pushing UNITED RISING upon you") - yet the ads are aggressive in their ubiquitous presence and emphasis on the bold, 'classic' approach with UA
's identity, 'Rhapsody in Blue'.
Consumer response has been significantly positive. Accordig to UA
's Jerry Dow (director of worldwide marketing communications), UA
's brand awareness is at the highest its been in ten years.
Hats off to UA
(and the Fallon Group) for this fantastic, brilliant, and strategic new campaign!