Blipp for Monarch Airlines scoops DMA Award

We are very proud to announce that earlier in December, we helped direct response and relationship marketing agency, WDMP, scoop the 2013 Direct Marketing Association’s Grand Prix Award for Monarch Airlines.

In an aviation industry first WDMP created a direct marketing campaign to promote Monarch’s new Ski routes that used Blippar to create a level of intrigue and excitement above the norm. The campaign provided an audience of tech-savvy skiers with an engaging and unique experience that also delivered useful information, giving a strong reason to interact for longer and ultimately click through to book.

Using Blippar customers could ‘blipp’ the images in the DM by pointing the camera on their phone to the image to access exclusive extra content. Greeted by a video from Britain’s No. 1 skier and Olympian, Chemmy Alcott, users were invited to explore the striking 3D ‘Monarch Mountain’ and discover more about each resort on the airline’s routes. There was also the option to click through to view prices and make bookings, direct from the Monarch website.

Generating over 8,000 interactions, the blipp helped to deliver over 2.2m of sales and an ROI of 18:1. However, ROI was just one element that impressed the judges at the DMA Grand Prix; the combination of insight, cost-effectiveness and innovation saw WDMP’s campaign scoop the award for Monarch.

Viviane Paxinos our Head of Business Development commented: “Through unique technology, Blippar allows brands to communicate valuable information combined with instant content-rich experiences. By transcending the boundaries between the digital and physical, we can create more powerful interactions and help brands stand out. With interaction rates of 2.2 minutes, the Monarch blipp is testament to the heightened level of consumer engagement that can be achieved.”

Craig Wheeler, Managing Director at WDMP said about this campaign that ‘it takes a brave client to back a brave creative idea that pushes the boundaries of direct marketing by using innovative technology. This is especially the case when it has never been done before in your sector and you don’t have the budget of some of your bigger competitors. So I am delighted for the Monarch Team, our partners at Blippar and the team here at WDMP, that all our hard work has been recognised with such a prestigious award from the DMA. It doesn’t get better than this.”

Liam Gibson, Direct Marketing Manager at Monarch Airlines comments “Entering the challenging ski market for the first time last year required a campaign that not only ticked the box for route awareness but really stood out from the crowd. Receiving industry recognition was absolutely fantastic so a big thanks to all involved to make it such a success and ultimately our best ever DM campaign! “

Blipp the image below to try it out!