Delta's Innovative IoT Approach to Boost Brand Presence

• Robots - Parallel Robots
• Sensors - Autonomous Driving Sensors

• Sales & Marketing

Delta Air Lines was facing a significant challenge in the wake of the pandemic. The long-haul travel industry was in recovery mode, and Delta's communication activities had been relatively modest. There was a pressing need to bolster the brand's presence and differentiate it from other US carriers. The target audience was identified as active long-haul travellers with a keen interest in golf and/or sports. The challenge was to leverage Delta's partnership with the Masters golf tournament to re-establish the brand on the potential traveller's radar.

The customer in this case study is Delta Air Lines, a major American airline. Delta is one of the largest airlines globally, offering extensive domestic and international flights to six continents. The company has a significant presence in the long-haul travel sector, which was severely impacted by the pandemic. Delta's target audience for this campaign was active long-haul travellers with a passion for golf and/or sports. The company aimed to leverage its partnership with the Masters golf tournament to re-engage this audience and strengthen its brand presence.

The solution was to create a campaign that would bring more meaning to Delta's slogan, 'Keep Climbing', by emphasizing the shared value of continuous improvement. The campaign was centered around the concept of 'Practice makes perfect progress'. A hero film was created featuring professional golfer Tony Finau, who shared his journey from humble beginnings to professional golfing, highlighting the role of his father's colleague at Delta in providing his first set of golf clubs. The campaign culminated with Tony Finau participating in the tournament. The hero film was supported by a comprehensive campaign toolkit, which included a 30-second Hero TV spot, 6 and 15-second cutdowns, a 2.22-minute emotional long-form film, and 15-second teaser and long-form versions. The toolkit also included digital displays, a movie poster, static images, and supporting copy for social media.

• The campaign was successful in leveraging Delta's partnership with the Masters golf tournament to strengthen its brand presence. By focusing on the shared value of continuous improvement, the campaign resonated with the target audience of active long-haul travellers with a passion for golf and/or sports. The hero film featuring professional golfer Tony Finau effectively humanized the brand and created an emotional connection with the audience. The comprehensive campaign toolkit ensured a consistent message across various platforms, enhancing the overall impact of the campaign. The campaign not only increased brand awareness and consideration but also boosted purchase intention, indicating a positive shift in consumer behavior towards the brand.

• Unprompted awareness of the brand increased by 2 percentage points
• Consideration of Delta as a preferred airline increased by 2 percentage points
• Purchase intention increased by 4 percentage points