Fly High

Client Delta

Agency Wieden & Kennedy PHD/OMA

Market LOS ANGELES NEW YORK

Walls 6

Delta’s goal for 2017 was to start real conversations with local audiences. Wieden & Kennedy and PHD dreamt up a series of campaigns that would draw on Colossal’s connections to the arts in New York and Los Angeles. Four unique executions brought the brand into conversations about community and culture in a fun, relatable way.

Heart In The Swipe Right Place

A partnership with New York’s biggest dating app offered Delta a direct line to the local social scene. User data provided a hook: Tinder users with travel photos get more dates.

Colossal painted the Delta Dating Wall on a flagship wall in Williamsburg and Delta invited New Yorkers to “fake it til you make it.” Press placements, influencer marketing, and content produced by Colossal (including videos used in organic and paid social media campaigns) spread the word. The hyper-local activation quickly became everyone’s best wingman.

The hook: Tinder users with travel photos get more dates.

Delta Tinder Colossal

The hook: Tinder users with travel photos get more dates.

The hook: Tinder users with travel photos get more dates.

18.3%

total
engagement
rate on
Tinder

Number Won

We saw next-level engagement at the wall — singles, couples, kids, and dogs all lined up to have photos taken in front of the life-sized scenes. Delta achieved a corporate pipedream: genuine interest in branded content.

1, 100 ,000
Total Out of Home
Impressions
1 ,000,000
earned impressions
on Twitter
1 ,000,000
impressions
through PR
Delta Dating Wall progress

Record-breaking engagement on Tinder; 2-3x higher than other culturally relevant brands

400,000 completed video views on Facebook

Users were 8x more likely to watch the dating wall videos to completion compared to past Delta videos

Code Switch

The second round of artwork on the Williamsburg flagship featured artwork by Celyn Brazier. Brazier reimagined 133 of Delta’s airport codes as whimsical illustrations bursting with local landmarks.

Delta mural in Williamsburg

Colossal recreated the intricate illustrations on the massive Williamsburg wall. With a nudge from strategic press placements, people began snapping and sharing photos of their hometowns and dream destinations.

Delta airport codes mural

Videos created by Colossal and a social media scavenger hunt helped the brand’s messaging echo across social media.

Food Flies

Another Williamsburg canvas sat above Smorgasburg, the food festival with trendy eats from around the world. A bright illustration encouraged foodies to fly to the cities where their food came from.

Smorgasburg mural

No Bad Trips

Across the country, Delta brought real street art from Mexico, London, and Melbourne to the streets of LA, highlighting key gateways accessible through LAX.

Colossal installed an outdoor art gallery with a rotating collection of the street art. We recreated every detail of the original pieces, down to the windows and wall texture behind the artwork.

Delta used videos and GIFs created by Colossal in paid social media campaigns. The content, combined with seeded press, got audiences to hit the streets and take photos with each piece. Those who did were entered into a contest in which they got a chance to go see the real thing.