How JetBlue Achieved the Impossible: Getting Passengers to Love It When Babies Cry

A glare-free Mother's Day stunt from MullenLowe

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

The only thing worse than sitting next to a crying baby on a long flight is being the parent holding the crying baby. You know you're responsible for everyone else's misery, and there's often very little you can do to fix it. 

For Mother's Day, JetBlue and agency MullenLowe decided to turn this frequent frustration on its head by actually rewarding passengers when babies cry. 

The "FlyBabies" stunt offered a 25 percent discount to passengers on a flight from JFK to Long Beach each time a baby started crying.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in