Airline company JetBlue approached ad agency Mullen Lowe with a conundrum: how can a company with a limited ad spend, in an industry with many big competitors, still grab people’s attention? As a solution to this problem, Mullen Lowe created #NYCTakeoff, a poster campaign that offers New Yorkers something everyone loves: free stuff. Posters featuring food coupons, free massages and tickets to the New York Knicks games were placed on bus stations throughout the city of New York—the catch being that you had to steal the entire ad to get the coupon. The campaign launched with a 30-day media run, and stole more than 65 million media impressions across the globe.
Read more here:: Exhibit: JetBlue #NYCTakeOff posters