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An airline has a birthday party and delivers on a brand-promise

The brand 'Brussel Airlines' has been around since 15 years. The briefing was clear: how can we share our birthday with our customer and fans. Lunar Gravity set out to celebrate this birthday by launching a yearlong campaign to emphasise the core brand value of Brussels Airlines: We go the extra smile.

Collaboration & Concept

Keeping the core-brand values in mind, we decided to build on the concept of giving and sharing. In close collaboration with the social-media and PR team, we decided on a make-a-wish-inspired concept.

We start with the user in mind.

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The outcome

On the birthday of Brussels Airlines, we launched extra-smile.com, a site where you could nominate a friend or loved one to receive a remarkable experience. Enter their details and wish, and Brussels Airlines will choose the most compelling stories to make them come true.

Aftermath

Though it wasn't a high budget campaign but rather a fun celebration of the brand's birthday, the team was expecting modest results. Within the first month, the annual target reached 400% of what they were expecting. About 30K users visited the website in the first weeks and nominated friends and family members with touching, even funny stories. The campaign continues to run all year round, with Brussels Airlines regularly granting wishes, letting everybody share an amazing birthday experience!