OgilvyOne takes direct to next level


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For client British Airways, OgilvyOne created a Miles Millionaire contest to help the airline build or expand relationships with business travelers. The program was a joint promotion between Oneworld alliance members British Airways and American Airlines, targeting frequent fliers of both airlines. The campaign included email, a microsite and social media to encourage frequent-flier members to register for a sweepstakes offering 1 million miles each to two American Airlines AAdvantage members and two British Airways Executive Club members. “As an email and digital campaign, it's not tremendously expensive; there's not a lot of paid media and no paid events,” Schumacher said. “One million miles is a lot of real value to the airlines, and it's a great incentive to give customers. It drove real value for a relatively reasonable investment.” Also this year, OgilvyOne opened an advanced video practice, which uses SEO and social media listening to optimize video content distribution. So far, it has used the service with IBM and DuPont.

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