SAS - The ultimate Connection Test

How SAS turned a test-flight into a Viral Brand Experience

When our close partner SAS challenged us to develop an event to commercialize the official test flight of their new onboard Starlink WiFi, we immediately recognized the opportunity to create a high-impact activation with long-term value. Our ambition was clear: Create an experience so bold that it would earn attention, travel organically on social media, and be picked up by the press.

To challenge existing perceptions of what is possible from an aircraft, we partnered with Astralis to put the Starlink WiFi through The Ultimate Connection Test: A Live Counter Strike match at 39.000 feet up in the air. Having professional playing against their fans - clearly showcasing the reliability and performance of the connectivity.

Meanwhile carefully selected media and influencers onboard conducted their own independent connectivity tests, ensuring credibility while transforming the entire airplane into a one big experience that was worth talking about.

Client
SAS

Category
Physical Experience,
Marketing Camapaign

Deliverables
Concept, Brand Narrative, Storytelling, Project Management, Event Management, Event Execution, Events, Experience Design, Graphic Design, Social Media, Copywriting, Brand Experience, Brand Activation, Event Marketing,

+90 news articles

As we planned for the event generated widespread organic reach, with extensive news coverage reaching an estimate of 8,7M people.

+15M in estimated reach on socials & +20M impressions just on X

+15M reached people and way more than 20 million organic impressions across social social platforms earning attention far beyond the aviation industry, including from Elon Musk himself.

Live broadcast

Live broadcasts on national TV, including TV2. The live reactions to the event whent above and beyond, simply because we positioned this future of aviation as something that should be to good to be true.

One flight. Multiple stories. One extremely shareable proof point of how good the new SAS Starlink WiFi actually is.

The activation significantly exceeded expectations. By positioning the future of aviation connectivity as something almost “too good to be true.”

the event generated substantial organic reach and engagement from both national and international medias. Captuering attention at the highest level, including a post on X from Elon Musk himself.