With the late financial turbulence in the airline industry, it was surprising to read about Scandinavian Airlines, SAS, and their initiative to invite the public to take part in a marketing contest. The aim was to collect ideas for SAS's marketing.
The airline company collaborated with Mypitch, and 51 entries were collected, ranging from clients and creatives in different countries. Three finalists were chosen on January 12th and on January 15th a winner, graphic designer Joakim Werner, was announced.
Werner's campaign idea, "Up and down" is exploring the phenomenon of up and down movements in an airport. "Planes taking off, putting down suitcases, lifting suitcases, standing up, sitting down, etc."
The words from SAS about the winner: "This synopsis shows good balance between emotional and rational. We land in a clear sense of where the airline through smooth and good service will be an enabler for customers' personal meetings, private as well as for business purposes. In short, brilliant and modern interpretation that may well be on to a production company."
Many of the entries were of high creative standard, but marketing director Ulf Hermansson-Samell says SAS is unsure if the winning campaign idea will be used.
Personally I think it's questionable for companies to collect possibly brilliant marketing ideas for almost no money. The best three pitches were awarded €1000 each, and the winner recieved additional €2000.
Part of Joakim Werner's pitch
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