- Following the recent launch of Southwest’s latest “That’s a Big Flex” campaign, the airline teamed up with iconic Chicago restaurant Mr. Beef to bring a new menu item to lunchgoers for one day only, The Southwest Combo.
- The Chicago-based activation offered customers who ordered the Southwest Combo a surprise of 10,000 Rapid Rewards Points courtesy of the brand for their next Southwest flight (yes, completely free travel points!). You can check out some footage here.
- For those who might not have had the pleasure of trying one before, the Italian Beef sandwich is a Chicago staple that most people can’t find anywhere else.
- The activation was created by the longtime Agency of Record, GSD&M, and took place in parallel with the new campaign that features the restaurant in a few of their spots. The new campaign features a series of spots on both social and OLV and highlights what’s most important to Southwest Customers—choice and flexibility.
- The campaign is a continuation of the brand’s national “That’s a Big Flex” campaign launched in April that reminds consumers that Southwest Airlines has “flexible and Customer-friendly points of difference, including two bags fly free, no change or cancellation fees, flight credits that don’t expire, and points that don’t expire.”
- The campaign spans across social (Meta, TikTok), OOH, OLV, Uber and an on-the-ground activation.
“For the campaign, we leaned into the city of Chicago and some of its unique traits, passion points, and notable landmarks as insight and inspiration,” said Bill Bayne, Group Creative Director, GSD&M. “We treated the city like a character in all the scripts and made sure we delivered real Chicago performances to make sure we showed up authentically.”