Getting Passengers to Love It When Babies Cry

The only thing worse than sitting next to a crying baby on a long flight is being the parent holding the crying baby. You know you’re responsible for everyone else’s misery, and there’s often very little you can do to fix it.

For Mother’s Day, JetBlue and agency MullenLowe decided to turn this frequent frustration on its head by actually rewarding passengers when babies cry.

The “FlyBabies” stunt offered a 25 percent discount to passengers on a flight from JFK to Long Beach each time a baby started crying. That meant if four babies cried, all passengers would get a free round-trip ticket for their next JetBlue flight.

Here’s what happened on the flight:

According to MullenLowe, 40 percent of U.S. adults say they’re annoyed by crying babies on flights. While it’s unlikely JetBlue’s reward approach will become a popular perk among airlines, at least it shows that sometimes, with some clever thinking, you can turn a negative into a positive.

The new spot, from Hey Baby Films director Joris Debeij, follows another MullenLowe stunt from February, in which the carrier invited 150 unsuspecting passengers to “Reach Across the Aisle” in an election-themed prank that also offered free flights as a reward.

CREDITS

  • Client: JetBlue Airways
  • Title: FlyBabies

Agency: MullenLowe and Mediahub

—Creative  

  • Jr. Copywriter: Sai He
  • Jr. Art Director: Alyssa Cavanaugh
  • VP, Associate Creative Director: Ben Salsky
  • VP, Creative Director: Amy Ferguson
  • VP, Creative Director: Julia Neumann
  • Executive Creative Director: Dave Weist
  • Executive Creative Director: Tim Vaccarino
  • Chief Creative Officer: Mark Wenneker
  • Creative Intern: Athanasia Efthimiu—Production 
  • SVP, Executive Director Integrated Production: Liza Near
  • SVP, Director of Broadcast Production: Zeke Bowman
  • Senior Integrated Producer: Liz Shook
  • Integrated Producer: Matt Polski
  • Project Manager: Christina Gratton
  • Senior Digital Producer: Louise Lloyd Owen
  • Production Supervisor: Kristine Ring-Janicki
  • Business Affairs Manager: Amy Keddy
  • Production Company: Hey Baby
  • Director: Joris Debeij
  • Executive Producer: Richard Bjorlin
  • Line Producer: Peter Murray
  • Editorial: PS260
  • Editor: Hil Vega
  • Managing Partner: Zarina Mak
  • Senior Producer: Laura Patterson
  • Music: Storefront
  • Sound: Plush
  • Mixer: Rob Fielack
  • Finish:  The Mill

Colorist: Fergus MacCall

—Account Management

  • Executive Director: Drayton Martin
  • Account Director: Molly Bluhm
  • Account Executive: Beba Rivera

—Strategy 

  • Group Strategy Director: Ellie Gogan-Tilstone
  • Senior Strategist: Mike Patrick

—Media     

  • SVP, Group Digital Director: Jade Watts
  • Associate Digital Media Director: Tracy Barahona
  • Media Supervisor: Shoshana Levine

—PR/Social 

  • SVP, Account Director PR: Jaclyn Ruelle
  • Account Supervisor PR: Becky Brand
  • Account Supervisor PR: Lauren Brennan
  • Account Supervisor PR: Brittany Topham
  • Account Executive PR: Kelsey Labrot

Source Link: http://www.adweek.com/adfreak/how-jetblue-achieved-impossible-getting-passengers-love-it-when-babies-cry-171179

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