Southwest Airlines
Delivering a pain-free
check-in process.
As an interactive partner for Southwest Airlines, VML helps develop digital strategies for one of the most recognized and respected airlines. We collaborate regularly with Southwest’s traditional agency to create integrated marketing campaigns across multiple channels.
Our work has included viral videos and online media campaigns as well as dot-com, social and mobile strategies to support everything from "Bags Fly Free" and "No Change Fees" messages to the airline's arrival in new cities and special fare offers.
Southwest Airlines iPhone App
Challenge
Southwest Airlines meets the iPhone. The airline with hardcore fans wanted to establish its presence on the mobile device with a hardcore following. In addition to delivering the creative interface for the app itself, the mission was to bring travelers a best-in-class experience.
Idea
The Southwest iPhone App gave customers the freedom to check in 24 hours before takeoff, receive the latest flight updates right at their fingertips and get DING! deals no matter where they are. Want to log in to your Rapid Rewards account? No problem.
Results
The Southwest iPhone App was an instant hit — rising to No. 4 in the iTunes store within the travel category.
Southwest Airlines Denver II Digital Campaign
Challenge
Southwest Airlines wanted to show Denver some love as its business in the city continues to grow. After winning their hearts with the 2010 “Say Yes, Denver” campaign, it was even more important to keep the momentum going.
Idea
What if a simple “thank-you” could do the trick? Eureka! Using beautiful shots of Denver and enthusiastic Southwest employees, VML created a series of standard and rich media banners, wallpapers, mobile banners and a landing page, all showering the Mile High City with sincere expressions of gratitude.
Results
Overall, the campaign was a beautiful tribute to the city. Not only did it increase awareness, it also renewed Southwest’s vows to Denver and its travelers.
Southwest Airlines Only @ Southwest.com TV Campaign
Challenge
According to research, nearly half of the people asked weren’t aware that southwest.com is the only place to find Southwest’s low fares online. It was time to make sure everyone knew the facts.
Idea
VML decided to give Southwest customers a show with real Southwest Airlines employees taking to the streets. The first spot featured energetic employees performing an original “Only @ southwest.com” song. The second featured employees on the busy sidewalks of Chicago asking people if they knew the one and only place to find Southwest low fares online.
Results
Both commercials tested extremely well in audience surveys, and Southwest was delighted to find out travelers had higher perceptions of Southwest after they saw the spots.
Southwest Airlines 2011 Fall "Fare Play" Campaign
Challenge
People are fed up with annoying a la carte fees and surcharges that some airlines add to their “discount” fares. Southwest Airlines needed to further differentiate itself as the exception to the rule by being one of the only airlines that doesn’t believe in unreasonable fees.
Idea
Southwest’s fall media placements centered on college and NFL football. A sports-themed interactive campaign was developed to illustrate all the ways Southwest does the customer right by eliminating unnecessary fees. All necessary information was covered in the digital spectrum — from home page takeovers and rich media banner ads to landing pages and easy-to-share Facebook content.
Results
The idea that Southwest is on the customer’s side comes through loud and clear with strong messaging and engaging content. When you fly Southwest, it’s always a win-win.