Vueling Business Class drives awareness creatively: The cloud that fell from the sky

“Wow” campaigns and leaflets hand-outs do not mix. Right?

After all “wow” campaigns are something that everyone talks about for a long time, while a leaflet is just something we normally throw away without even looking at it. Right? And of course nobody would ever think that the two concepts might even remotely be compatible.

Now watch the following video ….

Handing out leaflets in Barcelona

Yes, right, obviously in the video we see a campaign were an airline representative is handing out leaflets, so just a common leaflet-hand-out campaign, like the one we mentioned before…  but wait a minute this guy isn’t being ignored, everyone is staring at him, they stop by, have a chat, read their leaflets carefully…

Of course, one might be mistaken to think that this is indeed one of those “wow” campaigns, after all the person handing out the leaflets is indeed moving around on a cloud, and, it seems to be piloting it with his mind…so what is it?

Most importantly even, what is going on in the minds of the people that appear in the video? apart from the “oh, where is my phone, I really need to record this” and things like “how is that thing moving?”…

Curiosity is a natural instinct for humans

What you are looking at is Vueling’s idea of a leaflet hand out, and its way to promote its business class product. As to what we should call this type of campaigns I’m not really sure about, the only thing I do know is that I wish I had come up with the idea…

The idea for this campaign came from the collaboration between the company and the advertising agency OMD who came up with the idea of hiding a Segway underneath a three dimensional model of vueling’s famous cloud, and place an actor dressed as a businessman on top of it.

By using this simple, but creative mean of transport the campaign’s creator made sure that people did not ignore the campaign, and that the “businessman” would be able not only to hand out leaflets, but also to explain the benefits of Vueling’s business class in great detail. In fact what the campaign created was little short of a miniature sales pitch…

Furthermore, to make sure the experience continued even after the “cloud” was out of sight, made the leaflets to look like boarding cards and included a promotional code to try out for free a product designed exclusively for business customers.