Early Jack
- Brand
- Finnair
- Year
- 2008
- Objective
- Engagement
- Industry
- Tech & Telecom
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Flash Fabriek
- With
- SEK
Objective
Finnair wanted business travelers and premium leisure flyers across its core European markets to associate the airline with speed on Europe–Asia routes, timed to support the launch of a new, shorter Seoul route in June 2008.
Solution
The player lands in an office where the boss, Jack, has just left for Japan — and his colleagues are already misbehaving. Clicking through the space, the player catches them mid-prank: drawing on framed portraits, ordering in takeout, raiding Jack's bar, sprawling on a massage table, even stripping down in the middle of the office. The goal is to click through and catch every antic before Jack gets back, since he flies Finnair and always arrives sooner than anyone expects. Finish in time and you're entered into a weekly draw for a pair of flights to Asia or Europe.
Results
The campaign site drew 250,000 visitors in the weeks following its mid-January 2008 launch.
- 1
The player arrives at earlyjack.com from a banner, viral video, or print ad and lands on a minisite built around Early Jack, a sales director who always lands ahead of schedule.
- 2
The site sets up the premise: Jack has flown off to Japan, the office is unsupervised, and the player must catch every act of workplace mischief before he gets back.
- 3
The player moves through an office scene and triggers a series of short vignettes at their own pace: colleagues scrawling faces on framed portraits, ordering in takeout, raiding the boss's bar, sprawling on a massage table, and staging an office striptease.
- 4
Catching every vignette before Jack returns from Japan enters the player into a weekly draw for a pair of flights to Asia or Europe.
