Iris > 实例探究 > 达美航空“更好”活动：通过合作伙伴关系加强品牌影响力

Delta's Innovative IoT Approach to Boost Brand Presence

技术

机器人 - 并联机器人
传感器 - 自动驾驶传感器

适用功能

销售与市场营销

挑战

达美航空的品牌影响力不大，需要加强其传播活动才能从大流行中恢复过来。他们希望利用与美国大师赛的合作伙伴关系，从其他美国航空公司中脱颖而出，并瞄准对高尔夫和/或运动充满热情的活跃长途旅客。

关于客户

客户达美航空是美国一家主要航空公司。他们希望提高品牌影响力并吸引对高尔夫和运动感兴趣的活跃长途旅行者。

解决方案

解决方案是利用这一合作伙伴关系，通过制作一部由职业高尔夫球手托尼·弗诺 (Tony Finau) 主演的英雄电影，为达美航空的口号“不断攀登”赋予更多意义。这部电影展示了弗诺的卑微出身以及他通过父亲的工作与达美航空的联系。该活动包括一个包含各种营销材料的工具包，例如电视广告、数字展示、电影海报和社交媒体文案。

运营影响

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.

数量效益

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

Delta's Innovative IoT Approach to Boost Brand Presence

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