Inspired by the CEO's mission to bring the airline back to greatness, we penned a new line for American: #GoingForGreat. We blanketed New York, L.A. and Chicago with outdoor boards, mass transit, geo-targeted digital, escalators and bus shelters. And the results were GREAT. Out-of-home dominations delivered nearly 200 million impressions. Users spent over 25 hours within rich media ad units. The online campaign provided over 550,000 click-throughs to market-specific pages. After seeing such success with #GoingForGreat, we helped American roll it out globally by guiding teams at McCann offices in China, Spain, France, Germany, Italy and England to create highly localized executions. (If you're wondering, we learned that "great" in German is Größe.)
#GoingForGreat was featured in the New York Times by Stuart Elliot.