Level: Levelling the playing field for long-haul travellers

Level, an airline brand under airline holding company International Airlines Group (IAG), was successfully launched through OOH, DOOH and the unveiling of a new design.

Campaign details

Brand: LEVELClient: International Airlines GroupAgency: Superunion

Summary

This case provides reassurance for those who believe that 'strategy is the art of sacrifice.'

IAG's new airline brand, Level, became an overnight success (literally) because it identified a clear audience need and sacrificed everything that got in the way of delivering on that need.

It sacrificed a comfortable way of working for one that would be best suited to the task.

It sacrificed anything that could get in the way of a strong idea that worked seamlessly through design and communication.

It sacrificed superfluity to...

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Insights Team
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