Let’s assume that Qantas is not the only airline under duress. But Qantas doesn’t have Leo Burnett Moscow on its side. As it turns out, that’s a great pity.

The agency did something so rewarding in its campaign the whole world is talking about it. That’s because every smartphone user in the world is able to participate.

The campaign was launched to increase numbers in the frequent flyer program and spread the word about S7 Airlines and its One World alliance destinations.

Every creative wants to dream up an app, but this one is really useful. The catch-a-plane app gives users free miles when they point their phone at an S7, BA, Cathay Pacific, Quatar or any other One World plane flying overhead.

All users need to do is to download the S7 catch-a-plane app on any mobile device with iOS operating platform (iOS 7 or newer), and keep it in a background mode, like email or alarm clock apps. The app uses GPS technology and flight timetables to keep track of all S7 and One World alliance plane locations relative to the user.

When it detects a plane, it sends a notification with information about its route. The user opens the notification and clicks the catch-a-plane button when the plane is visible. The user will get from 1 to 3 bonus miles depending on the flight length for S7 planes: up to 3000 km – 1 mile, from 3000 to 4000 km – 2 miles, over 4000 km – 3 miles.

A user may ‘catch’ one aircraft per 10 minutes, and will also get 1 bonus mile for posting the app link on his/her Facebook page or in the Twitter profile. A total of 5 million additional miles has been loaded into the campaign. After that, the event will expire.

Every notification about the S7 Airlines flight also contains the information about the average ticket price on this route. Tickets may be purchased at the S7 website. Users may switch from the app to booking of a ticket on their plane’s route with one click.

Creative credits:

Agency: Leo Burnett Moscow

Creative Director: Grigory Sorokin
Art Directors: Grigory Sorokin, Mikhail Derkach
Development: Unreal Mojo

Founder: Vyacheslav Karpenko