JETSTAR & THE SECRET PHOTO BOMBER
In a market packed with budget airlines talking continuously, through mobile to young, social-media saavy travellers, JetStar needed to increase awareness and it’s ‘share of mind’ with young Indonesian travellers. All on a shoe-string budget.
To bring the brand top of mind with a massive internet conversation, by using the modern internet phenomenon of photo-bombing. By creating and seeding posts across several travel influencers (KOLs) platforms, to set up a ‘possible’ conversation. Then once these posts were in place, we nudged the conversation into a reality that storms across the internet. Finally creating a video and competition that engages and solidifies JetStar in the mind-space of our consumers.
We created the “Secret Photo-Bomber” who travelled all around Asia photo-bombing star travel bloggers, in lots of wildly varied JetStar destinations.
The travel influencers posted their photos, not mentioning the guy in the background. After a few weeks, questions started appearing regarding the secret photo-bomber. Then we lit the fire by having buzzers notice and ask questions about this guy photo-bombing travel stars all over Asia. Who was he? How is he doing this
The buzz turned into a storm, even getting traction in mainstream media and at it’s peak a video was released revealing the identity of “The Secret Photo-bomber” and how, because JetStar’s cheap flights to almost everywhere, he was able to travel around Asia like the Stars
For the spend the results were incredible. Whilst solidly booked, JetStar had a huge increase in enquires and later research showed they were in the top 2-3 preferred Airlines with young Indonesian travellers, who now believed they could travel like the stars with JetStar.
6.8% = engagement rate
44,008 = total engagement, Instagram
1,463 = total competition submissions