Celebrating Creativity #83 – Spanair

Spanair Christmas Experiential We love it when we spot an experiential campaign that makes us feel all tingly with excitement, and here is the perfect example! Demonstrating the potential for a heart warming campaign to spread exponentially through viral marketing and PR, Spanair certainly struck a chord last Christmas.

Through the creative combination of guerrilla tactics, emotional appeal and experiential mastermind, customers exiting a Spanair flight in the early hours of Christmas morning were greeted with a dose of festive cheer. Passengers were amazed to discover that their luggage had been replaced with individually wrapped and labelled Christmas presents circling the conveyer belt, courtesy of Santa (with a little help from Spanair!)

Following 600,000 views in 12 days, 72,000 international mentions and worldwide press coverage, the campaign is believed to have reached over 13 million people. Now there’s a Christmas greeting with a difference!

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