I recently got a barrage of emails from JetAirways, asking me to vote for them in the Freddies (Airline Industry Frequent Flyer program) award. The subsequently announcing their wins & their appreciation to their customers. It’s a separate thing that I have an axe to grind with their FF programme, it was a good opportunity for them to interact with their customers, foster some engagement, get feedback and stay visible. Professional, well executed, but a little dry:
Then I got this utterly fabulous email from Indigo:
The comic ingenuity made me literally laugh out loud. This was some great advert hijacking (not to be confused with the more illegal concept of advert hijacking) of the JetAirways campaign. I’m not actually convinced by the add, because I travel frequently and enjoy my FFP perks, but it was funny & most importantly it got my attention. Especially interesting because I travel regularly on JetAirways and tend to almost instantly scan & delete their (otherwise dull) emails.I really like the way they’re leveraging someone else’s campaign as best as they can. It requires a really nimble team to be able to deliver an advertising response so quickly. Though it’d be an even better response if there was something tangible for the customer to do with it. As it stands, all I can do with the material is laugh and write this article, it desperately needs a good call to action.
So if you can hijack someone else’s campaign, try to be humorous about it & remember to include a good cta so that you maximize your returns.