IndiGo - LCFM


CREATIVE STRATEGY  |  EXPERIENCE DESIGN  |  ART DIRECTION  |  INFORMATION DESIGN                        



AGENCY: WIEDEN+KENNEDY
CLIENT: INDIGO (AIRLINES)
ECD: DEAN WEI
COPYWRITER: NAINAN CHOPRA
WORK: EXPERIENCE DESIGN, BRAND CAMPAIGN
RELEASE DATE: MAY, 2020
CREATIVE DIRECTORS: GEORGE ABRAHAM, JOSSY RAPHAEL



Problem:
Fresh out of the lockdown, travel-anxiety was at an all-time-high. People wanted to travel but were (rightfully) worried about their safety. Even though airlines were taking all the precautions.

Insight:
It was like everyone was flying for the first time again. There was no clarity around the new procedures they'd have to follow and they were scared.




Solution:
We rebranded IndiGo as the ‘lean, clean flying machine.’ We reimagined a passenger’s entire journey and left love notes of reassurance everywhere. Be it important directions to follow at the airport, or just warm messages that would calm their nerves.

We positioned the airline as the ‘lean, clean, flying machine’ - fun to say and easy to remember.






“In our post campaign launch survey, we achieved 93% consumer awareness of the new norms; nearly 65% feel confident that the Lean Clean Flying Machine will take care of their safety, and the Lean Clean Flying Machine was a rallying rallying cry for IndiGo employees and trade partners in an industry decimated by CoVID-19.. The campaign drove the number of passengers flown by 22% in one month, doubled direct booking from 10% to 25% and grew market share from 48% (pre-covid) to over 60% (DGCA report July 2020).



Consumer Engagement & Experience - Gold, ET Brand Equity, Sharks Awards 2021                            
Consumer Experience - Silver, Indian Marketing Awards 2020              
Travel and Hospitality - Gold, e4m Indian Content Marketing Awards 2021                  
Small Budget - Silver, Effies India 2021




Simple information design was our priority. We aimed to caution people while not alarming them.



The boarding counters, boarding passes, crew’s uniform, communication at the boarding gates, the PPE suits for kids, the food packaging, the stickers in the bathroom - we re-designed every little interaction. 

And we did some of the bigger interactions.