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JetBlue: FlyBabies by MullenLowe

Agency: MullenLowe
Client: JetBlue
Date: May 2016
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To celebrate Mother's Day, JetBlue recently encouraged the passengers onboard one of its flights to rally behind and encourage moms traveling with crying babies instead of becoming irritated with them. During the flight, customers were actually rewarded every time a baby cried. Every time a baby on the plane cried, all customers onboard received 25 percent off of their next JetBlue flight. If four babies cried, customers would receive a free round-trip ticket. The idea for the stunt came from a recent survey conducted online by Harris Poll and commissioned by JetBlue, which found that 65 percent of adults understand parents have no control despite 40 percent of U.S. adults reporting to be annoyed when on a plane with a crying baby.

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