CHALLENGEJWT, the largest advertising agency in the U.S. and the third-largest in the world — and parent company to JWT INSIDE — partnered with JetBlue to launch the “Happy Jetting” campaign, a positive alternative to negative consumer opinions on “fl ying.” JWT (consumer agency) created this campaign to help JetBlue differentiate themselves from their competitors with active branding, as opposed to reaction and recovery. However, before extending this idea to the public, the JetBlue crewmembers needed to understand and embrace it themselves. JWT INSIDE was called upon to help advance employee engagement by ensuring that all crewmembers understood the new mission of the company and its unique culture.

SOLUTIONAs our name promises, we dedicate ourselves to the entire employee engagement process. We got to know JetBlue from the INSIDE out, which in turn gave us the tools to help them with their internal communications.

We wanted to help re-establish JetBlue and their core values by giving crewmembers a voice and making them part of the solution. We created BlueTube, an easy-to-use, user-generated intranet forum where JetBlue crewmembers can share their perspectives and stories of “happy jetting” and “Jettitude,” giving the organization the ammunition to embody and extend the spirit of the new campaign to customers.

JetBlue selected 125 crewmembers to be brand ambassadors. They were given a USB-drive video camera to create videos of themselves and other crewmembers and to upload them onto their intranet microsite, via a secure (password-protected) page. All of JetBlue’s 12,000 crewmembers were then able to view and rate the videos.

RESULTSBlueTube was launched to JetBlue through a seven-city Webinar, so that each crewmember could have an opportunity to see the exciting new intranet and learn how to use it.

All of JetBlue’s 12,000 crewmembers had access to view and rate the videos, resulting in 369 videos posted and 130,220 views in the fi rst two months.

BlueTube set the stage for the external launch of “Happy Jetting” by JWT, which included a microsite (happyjetting.com), outdoor, television and a guerilla marketing effort with a hardcover book explaining the concept of jetting vs. fl ying. Andrea Spiegel from Adweek (May 6, 2008) said, “This is much more than just an ad campaign, it’s a brand campaign because it speaks to what the core of JetBlue is. It’s executable across every touch point for crew members and customers. It’s also the most integrated internally and externally.”

BlueTubeIntranet Site

A d v a n c i n g E m p l o y e e E n g a g e m e n t

www.jwtinside.com