UnitedSM Explorer Card–Join Us case study
Helping awareness and acquisition take off
The Challenge
With United Airlines engaging in a strategic rebrand and launching a new campaign, we needed to reimagine our United Explorer Card campaign to relate more closely to the new strategy, tone, and look.
The Insight
In the evolution of its brand, United Airlines positioned itself as a leader for good within the airline industry. Our job was to reintroduce the United Explorer Card in an inspiring and motivating way to our newly defined target—those who consider themselves leaders, who care about maximizing life experiences as well as travel rewards. So a bold, anthemic approach was in order, as was a celebration of those who blaze trails and show others the way.
The Solution
Our creative platform took the form of a mantra celebrating the know-how of the savvy travelers in our portfolio and inviting others to join them: “We are the Explorers. Join us.” This campaign welcomes people into the Explorer tribe and a more rewarding way to travel. Headlines speak in a collective voice using the “We” of our tagline to highlight both the mindset and the perks of being an Explorer. We established a point of view for campaign photography featuring travelers in destinations around the globe, with one person breaking the fourth wall, looking straight into camera and inviting the viewer to join them on their adventure. The “Join Us” campaign appears across all media to drive both awareness and acquisition.
services
- Broadcast and Online Video Planning Production
- Out-of-Home
- Print and Collateral
- Digital and Social Creative
- Media Strategy, Planning, and Buying
- Data and Analytics
The Impact
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