Who doesn’t like surprises?
Surprises make people feel special and valued. The “surprise and delight” marketing tactic involves businesses suprising customers and future clients with unexpected treats. This marketing approach can lead to strong emotional connections to a brand, can secure loyal long-term customers, and attract new ones. In my opinion, there is no better example than the, now four-year-old, WestJet Christmas miracle campaign.
Each year, the details of the campaign differ but the essence is the same. The campaign captures our childhood delight at being surprised and simultaneously reminds us of two aspects of the holiday season that are easily lost in our materialistic world. The first is the value of family and how being with family in both hard times and good, like the holiday season, makes life more meaningful. The second is that it is a time to think of and be generous towards the less fortunate. The WestJet campaign annually provokes a dialogue about these all essential human values not just in current or prospective WestJet customers but in people across the globe. It is truly quite remarkable. How often does business make you reflect on your basic values?
The most recent Christmas miracle campaign was a play on the twelve days of Christmas. It may have been the most interactive and extravagant version of the campaign. Using the “surprise and delight” tactic they targeted 12 flights for 12 days. On the selected flight, boarding passengers were asked to tell the “Santa” at the gate what they wanted for Christmas. After the passengers boarded, hundreds of WestJet employees rushed out to the stores to fulfill the wishes. When the flight landed the passengers were greeted with their personalized wrapped gift courtesy of WestJet waiting for them at baggage claim. Video footage of the “child-like delight” gesture brought thousands of WestJet customers no doubt creating long-term loyal customers, attracted many new ones and was seen on social media across the world.
Before the campaign was launched, WestJet shareholders may have been convinced that the Christmas miracle campaign would simply increase the WestJet brand by linking it to a universal positive emotional experience. Creating a bond between WestJet and an annual part of many people’s lives would hopefully leave them with a sense of WestJet as being a feel-good company. The next year, however, with the remarkable social media statistics showing the international impact of the campaign and the effect of flight sales, it would be an easy sell to WestJet shareholders to run the campaign again. The Christmas miracle campaign instantly became one of the most-viewed viral ads in the world and increased WestJet’s sales by 86% compared to the same period the previous year they were in. It increased brand awareness and loyalty beyond the company’s wildest expectations.
And although not part of the business strategy this campaign leads to annual discussion about what is truly meaningful during the holidays. This advertising tactic is powerful in helping people learn the importance of showing family we care about them, being generous to less fortunate people and perhaps stepping back from the advertising fueled materialism of Christmas. Who knew?
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