This is for the fans
Building Fly With VIP, the ultimate platform to connect celebrities with their fans
This idol-fan relationship was finally about to be redefined with the path-breaking Fly with VIP (FWV) initiative.
FWV would essentially transform the fan into an overnight celebrity, in the exclusive company of the celebrity. The Fly with VIP initiative would offer fans, a once-in-a-lifetime opportunity of sharing time space with their idol on a jet, 35,000 feet above sea level. To qualify, the fan would have to either bid or win a contest.
THE CHALLENGE
The challenge was to familiarise the audience with this unique concept.
We were tasked with enhancing awareness about the FWV initiative using the power of social media to generate excitement amongst the target audience. The aim was to capture the imagination of a starry-eyed audience base on the rare possibility of bonding with their superstars.
THE SOLUTION
First on the revitalization agenda was the logo and website — the site had to project three key factors, central to the FWV endeavour, namely that instinctive raw child-like desire to reach-out for the stars, energy to power the dream and a passionate resolve to realize it.
Fly with VIP’s website was transformed into a responsive engagement platform powered on the front end by HTML5, CSS3, J Query and Angular JS and on the backend by DJango framework Python, not to forget a My SQL database.
An equally aggressive social media campaign in sync with the brand guidelines and philosophy saw the audience being greeted and treated to the promise of a rare flight opportunity with their role models. It featured a then & now scenario comparing the past starry-eyed-from-a-distance fan status to the present one-on-one, thanks to the FWP initiative.
Winners of the contest saw their starry experiences viewed, liked and shared by netizens across the globe.
A case in point being Mr Ajmera posing with the living legend Amitabh Bachchan onboard a private jet, triggering a frenzy on social media and a record no of bidders and contestant applications for the next flight with Anushka Sharma.
Since then the FWV phenomenon has successfully bonded winners with Madhavan, Anushka Sharma, Abhishek Bachchan, Rishi Kapoor, Asin and Salim Merchant. And with the cast of Bajirao Mastani slated to take the next flight, FWV is poised to fly into the audience engagement record books.
