APEX Insight: Joon is hoping to please both gift-givers and gift-receivers with its Paperplane travel pool.
Joon, Air Frances’s youth-inspired airline, has come up with what it calls a new way to offer “pooled gifts.” Air France says that it is possible for a group of people to offer someone an “exceptional, surprising and personalized gift in just three clicks.”
Basically, you and a group of friends get together and share a link that serves as a kitty. Everyone adds money into the kitty, in which there is a deadline to contribute. Once the time is up, you give a Joon paper plane with the amount of money raised, to the lucky recipient, on which there’s also a personalized message. The person getting the paper plane then has a year to redeem it on Joon flights.
Air France says by adding a personalized message onto the plane, “you don’t have to spend time chasing signatures all night long”, so in other words it saves you passing a card around. That shows what Air France thought of when it came up with the paper plane idea. This is an alternative to things such as the office leaving present. When someone leaves a job, there is often a lot of head scratching about what to get them, as well as the last minute dash to hand around the card and write something funny inside.
Joon’s Paperplane travel pool takes away that headache, and just about everyone likes being given flights (or a flight voucher) as a present. Other occasions where Paper Plane could be used includes birthdays where different family members chip in, or indeed as wedding presents.
It’s a good idea, but also similar to pooled gift ideas from a number of airlines. In 2016, Air Canada launched its ‘Embarq’ program, the aim of which was to help “cash-strapped” millennials go on a honeymoon, business trip or adventure by collecting small donations from friends, family, and even total strangers – which the participant received as an Air Canada e-gift card.
Meanwhile at the end of last year, Virgin Atlantic ran a “Where I want for Christmas” initiative, which encourages Brits to ask friends and family members for contributions towards flights and holidays instead of unwanted Christmas presents. However in fairness, both these campaigns worked slightly differently to the Joon one, in that the eventual recipient decided where s/he wanted to go and asked friends and families for donations and present money. The Joon idea works the other way around, groups of friends or relatives initiate the group gift and the “paper plane” (or flight voucher to call it what it really is) can be used anywhere on the Joon network.
This case study was featured in SimpliFlying’s Airline Marketing Benchmark Report, which showcases the top airline branding strategies each month. Find out more here.