Scandinavian Airlines (SAS) will give Canary Wharf workers a surprise on Wednesday 2 August when the airline implements an exciting new promotional campaign - Time to Win and Escape to Scandinavia.
A new technology, called BlueActive, will be used to highlight SAS services from LondonCityAirportto Copenhagenand Stockholm. The day long campaign will include a Bluetooth based competition supported by print media, a promotion team distributing Scandinavian goodies, and a dedicated website. Prizes up for grabs include luxury long weekend city breaks to the Danish and Swedish capitals of Copenhagenand Stockholm.

This is a first for SAS and a first for this type of marketing in the UKas BlueActive has never before been used on English soil.SAS has employed KASSIUS, the Parisian specialists in interactive strategy and mobile communication to oversee its forthcoming activity at CanaryWharf. KASSIUS has developed the proximity marketing system called BlueActive, which is based on Bluetooth technology but allows for greater targeting of a specific audience. The innovation lies in the manner in which BlueActive allows multilevel communication, incorporating, print media, mobile technology and the World Wide Web while ensuring the Bluetooth message is interactive yet limited to a specific locality thus avoiding the pitfalls of spam.

Bluetooth technology has become integrated into everyday life making communication faster by broadening accessibility. It has not taken the marketing world long to take notice as this technology brings proximity and interactivity to brand promotion operations.

The Bluetooth based competition will be in operation within a 70 meters radius of the main tube exit. Prizes including luxury weekend breaks to Stockholmand Copenhagen- so turn on your Bluetooth on 2 August and enter the prize draw.

SAS is renowned as an innovator in the realms of technology, the airlines’ entire intercontinental fleet is equipped with wireless broadband and the airline is also leading the way in terms of biometric security in Scandinavia. In addition SAS recently carried out on board demonstrations of the brand new Sony-Ericsson 3G M600 mobile phone which allows people to access the internet through the mobile phone without interfering with the airplanes’ systems.
SAS has been nominated for Europe’s Leading Business Class Airline at this year’s World Travel Awards.
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