The tickets were made available for selected flights between 15 May and 31 August on the FlySafair website. Users had to go to the website’s “waiting room” and be selected to make a purchase.
This is their 3rd birthday special and had built in greater capacity on their site to deal with the deluge of people trying their luck.
Advertising strategist Sarah Britten chats to John Maytham about the pros and cons of such a marketing strategy.
Media is not cheap. And yes it was a very very short term tactical campaign.— Sarah Britten, advertising strategist
Britten says FlySafair is a relatively new player up against strong brands like Kulula and Mango.
She looks at this as shopper marketing strategy.
It is a very good way of getting onto a shopping list. We shop for cheap air tickets much the same way we shop for anything else.— Sarah Britten, advertising strategist
Instead of spending a great deal of money on an above-the-line big brand campaign, the airline has managed to grab people where it really matters - on price, she says.
They've generated a huge amount of excitement, a lot of interaction with the brand. And the new people pulled in will have been trained to use their website...and the next time they are shopping around for flights FlySafair will be on the list.— Sarah Britten, advertising strategist
Take a listen to the pros and cons: