Catch A Plane

Background

The task was to increase the number of frequent flyers in the program and inform them about S7 Airlines and Oneworld alliance destinations. The branded iPhone application — Catch-a-plane — was launched and the biggest promotion ever was run. Every smartphone user all over the world was able to catch free miles when S7, BA, Cathay Pacific, Quatar or any other One World plane passed by. The only thing you needed to do was to keep the app in a background mode, like email or alarm clock apps.

Idea

Thanks to the combination of GPS technology and flight timetable, the app kept track of all S7 and Oneworld alliance plane locations relative to the user. Whenever a plane flew over the mile collector's head, he or she got free miles (5 million bonus miles were loaded onboard all planes). The more miles you "caught", the more miles you got for your further trips. Besides, every app user participated in the global Catch-a-plane ranking TOP 10: the luckiest and the most active mile catchers won free airline tickets. Also app users got extra miles if they shared theur catch in social media.

Results

• Due to the campaign, people realized just how huge S7's network is, and they learned about their various routes and low prices.
• The application set new records for branded apps in Russia.
• The percentage of new frequent flier cards increased rapidly.
• Half of the 5 000 000 miles were collected in the first few weeks.