Jetstar moves marketing beyond price with campaign to exploit selfie stick phenomenon
Jetstar Asia has jumped on the selfie-stick bandwagon as it looks to move away from a purely price-driven marketing message.
The Because You Can campaign, being rolled out in Singapore, Thailand, Indonesia, Malaysia, Cambodia, Myanmar and the Philippines, features travellers in different selfie poses, paired with ‘cheeky” taglines·
The low cost airline said it wants to “celebrate” the stereotypical tourist and encourages people to have more fun on their travels through the “ultimate travel cliché – the selfie”.
Regional marketing manager, SEA, Chantal van Wijnbergen said Jetstar wanted to bring the “fun” back into its marketing.
“Low-cost carrier advertising has always focused on destination and price, but travel should be more than that,” she said.
“It is about the experience, the rush of excitement you feel when you click ‘Book’ and the ‘I-can’t-believe-I’m-here’ moments when you finally reach the destination after weeks of planning.”
Launching in Singapore with out-of-home advertising, press advertisements, on-ground and social activation, Because You Can celebrates the
The campaign, which launched in Singapore with out-of-home advertising, press advertisements, on-ground and social activation, was developed in collaboration with creative agency, The Secret Little Agency TSLA.
The campaign includes a giveaway of 20,000 selfie sticks while the best selfies posted on social media with the hashtag #JetstarBecauseYouCan will be rewarded daily with S$100 Jetstar vouchers.
Sad that Jetstar thinks this work is revolutionary. How does it differentiate itself from the rest of the low-cost airlines? This tactic of using selfie images and so-called “cheeky” headlines (where is the cheekiness factor, am I missing the joke in the headlines here?) is not unique or different at all. Maybe Jetstar should look at Virgin Airlines, JetBlue, and in a local context Scoot, for interesting ads and branding.
ReplyI don’t think it’s meant to be revolutionary. It’s meant to be relatable to it’s clientele.
ReplyI really like it! Been seeing it all over town, and was thinking it’s leaps an bounds better than all the low cost carrier crap that is spamming Singapore.
ReplyHave your say