Social Media Case Study: How IndiGo's #6EConnection Campaign Delighted Lovers on Valentine's Day

Brand Name:

IndiGo

Agency Name:

Genesis Burson Marsteller

Objective:

Being a young airline, the objective of this campaign was to reach out to young aspiring couples and create a positive word of mouth for IndiGo and cultivate customer loyalty for India’s low cost, no frill and on-time airline that heavily focuses on providing class service to its customers – be it on ground or through social media.

Challenges & Idea:

The idea was to emphasize that there's no long distance that IndiGo6E can’t conquer. This Valentine’s Day, IndiGo gave people the chance to bridge the distance and express their love with a little help in the form of a fun, romantic or creative poem, pictures, or a video message. Through IndiGo’s Twitter handle, participants were invited to share their poems in a few short but sweet lines.

Execution:

The Valentine’s Day campaign started on 11th February with #tag #6EConnection on Twitter where the airline asked people to shout out their distant love story in the most creative manner; a poem, a song or a sweet message. Through this 2 day-long campaign, the brand aimed to find a perfect distant love story that deserved to be re-united this Valentine through #6EConnection

At the end of the campaign on 13th Feb, the best entry was flown down by IndiGo to re-unite with their significant other on Valentine’s Day. As an additional stroke of love, IndiGo incentivized 5 winners every hour with discount vouchers worth 1000 to anyone who does something sweet for their Valentine even if they're not physically distant.

The Twitter contest was promoted on our Facebook page as well to leverage our fanbase of 250,000 plus.

How it worked:

Followers were asked to share a poem or a message about how Indigo can help them bridge the distance between themselves and their valentine tagging IndiGo on Twitter. If IndiGo re-tweeted the message, 5 participants were gratified with an IndiGo travel voucher worth Rs 1000/- every hour. Selected messages also stood a chance to win a grand prize of flying down to be with their valentine.

The entries were accepted between 11th and 12th February 2014 from 10:00 am to 7:00 pm. And thus began the hunt for that one couple who would be re-united for Valentine’s Day.

Dozens of cute messages poured in and one particular story finally won unanimously.

The story of Meghna Baruah and Mark Roderick’s:

Mark and Meghna stay in different cities and meeting for them becomes very difficult especially keeping their schedules in mind. The #6EConnection contest for them seemed godsend. Winning the 1k voucher helped but a ticket to actually fly down and meet was the icing on the cake. Mark was overwhelmed in actually getting Meghna to meet him as part of #6EConnection contest.

She was gifted with a bouquet of flowers and chocolates at the airport

Here she is all smiles with being re-united with her Valentine!

Result:

The contest received an overwhelming response from the online community with over 1500 heart-warming love messages in over two days. The airline in return generously showered their love by giving away 70 travel vouchers worth 1k to some charming messages from the community.

Conceptualized by: Wieden+Kennedy