Southwest needed to prove how and why they're different.
Southwest is all about ridiculously great customer service— they go to great lengths to keep fares low and let your bags fly free. It’s what makes them different, and what people have come to love.
The idea of a website, that by design, flew in the face of convention seemed like the perfect solution. Instead of scrolling down, people were taken to the bottom of the page, and asked to scroll up, to learn about Southwest’s unconventional mission to improve air travel along the way.