A world without borders|海报/平面|广告营销案例【ADGuider广告指南】

一个没有边界的世界

案例简介：背景墨西哥最大的航空公司Aeromexico从墨西哥-美国航班 (58%) 中获得了相当大的收入; 但相反 (从美国到墨西哥的航班: 28%)。对于航空公司而言，这一事实意味着在人员，时间和预算方面存在长期不可持续的状况。另一方面，从历史上看，自特朗普总统上任以来，美国一直存在仇外对话。仇恨达到了最高水平，在南部边境修建隔离墙的意图更为激进。该品牌面临的挑战是在政治局势变得更加激进的背景下，提高飞往墨西哥的美国人的渗透率; 同时加强和重申墨西哥航空公司在过去三年中一直在建立的声明和立场，根据这一说法，“我们内部没有边界”。描述创意 (投票30%) 根据美国国土安全部的说法，墨西哥移民的范围甚至包括定居在南部的19世纪00年代，这意味着墨西哥在美国的很大一部分人甚至都不知道这一点。考虑到这一点，该品牌制定了一项行动，将美国人被证明喜欢的东西: 折扣，以及南美人声称讨厌的东西: 墨西哥。Aerom é xico创建了DNA折扣，该促销活动根据美国人的DNA测试结果为美国人提供折扣。墨西哥人越多，他们得到的折扣就越多。 Aeromexico的目标是那些更不愿飞往墨西哥的人，他们决定进行一项在线活动，将该品牌置于美国南部理想和信念的中间。毕竟，你怎么能拒绝你内心的东西呢？描述策略 (投票20%) 该品牌开发了一部有争议的在线电影，证明了 “我们内部没有边界”。它于2018年发布，在包括YouTube在内的品牌频道中进行推广期间，销售额增长了18%。然而，在接下来的几个月里，社交倾听小组注意到，每当与墨西哥边境的隔离墙问题引起媒体的关注时，谷歌在美国对 “墨西哥门票” 的搜索也有所增加。决定等待确切的时机来推动社交网络上的竞选活动。那个关键时刻是特朗普总统执政期间美国政府停摆时间最长的时刻; 垄断所有媒体的时刻，人们需要对特朗普总统的政策大声疾呼的时刻。但是，在没有大量在线媒体预算的情况下，我们如何才能接触到更广泛的受众并进行对话？描述执行情况 (投票20%) Aeromexico的社交网络没有，在美国的影响力水平需要达到目标，这就是为什么我们决定使用很多时候被认为是理所当然的东西: 该机构网络的公司层次结构。 1月9日，竞选视频发布在总部机构的社交网络上: 拥有300.000名关注者的Twitter和拥有430.000名的Facebook。几天后，CNN将其纳入其新闻网络，视频开始在所有在线媒体和社交网络中迅速传播。在短短一周内: 时间，福克斯新闻，纽约时报，美国广播公司，哥伦比亚广播公司和全球140多家在线媒体在没有一美元付费媒体的情况下谈论了这场运动。该行动通过发起社交媒体辩论来证明其相关性，名人，记者，作家，活动家和数百万人参加了主要的社交媒体平台。列出结果 (投票30%) -从美国到墨西哥的Aeromexico机票销售历史增长了33.7% %。 -品牌的头脑和自发回忆达到了91% 的历史高峰。 -全世界有166个国家对该运动进行了发言和辩论。 -超过16亿个印象。 -超过10亿。 -增加美国搜索 “墨西哥门票”: 214%。 -增加美国搜索 “墨西哥度假”: 321% -增加美国搜索 “Aeromexico”: 177% -该视频在不同的社交媒体平台上的第一周就获得了超过2500万的观看次数。 -超过320,000股的社交网络，只是在第一周。 -在亲和力，信心，质量，服务和独特性方面的所有品牌指标在4% 和7% 之间均上升。 -只有4% 负面的感觉，这是完全不寻常的，特别是对社交网络上的航空公司。

一个没有边界的世界

案例简介：Background Aeromexico, the largest airline in Mexico, obtains a considerable amount of its revenues from Mexico-US flights (58%); but not so much the other way around (flights from the US to Mexico: 28%). For an airline business, this fact implied a long-term unsustainable situation in terms of people, time and budget. On the other hand, historically there have been xenophobic conversations in the United States, that were proven to raise since the arrival of President Trump. Hatred was at its highest level, and the intention of building a wall was more radical on the southern border. The challenge for the brand was to increase penetration Americans flying to Mexico, in a context where the political situation was becoming more aggressive; and at the same time reinforcing and reaffirming the statement and position that Aeromexico had been building for the past 3 years, according to which "There are no borders within us". Describe the creative idea (30% of vote) According to the Department of Homeland Security of the US, Mexican immigration goes as far as the 1800s settling in on the south, meaning that a big percentage of Mexican ascendance in the US, didn’t even know it. Having this in mind, the brand developed an action that integrated what Americans are proven to love: discounts, with what southern Americans claimed to hate: Mexico. Aeroméxico created DNA Discounts, a promotion that gave discounts to Americans based on the results of their DNA tests. The more Mexicans they were, the more discount they got. Aeromexico targeted the people who were more resistant to fly to Mexico decided to do an on line campaign that would put the brand in the middle of the southern American ideals and beliefs. After all, how can you reject something you got inside? Describe the strategy (20% of vote) The brand developed a controversial online film that proved "There are no borders within us". It was published in 2018, and during its promotion in the brand's channels including YouTube, it achieved an increase in sales of 18%. However, during the following months, the social listening team noticed that whenever the issue of the wall on the border with Mexico caught the media's attention, Google's searches of "Tickets to Mexico" in the United States increased as well. The decision to wait for the precise moment to boost the campaign on social networks was made. That crucial moment was the US longest Government Shutdown during President Trump's administration; the moment that monopolized all the media, the time when people needed to raise their voices against the policies of President Trump. But how could we reach a much wider audience and create a conversation without having a significant online media budget? Describe the execution (20% of vote) Aeromexico's social networks did not have, the level of influence in the United States needed to reach the target, that's why we decided to use something that many times is taken for granted: the corporate hierarchy of the agency´s network. On January 9th, the campaign video was posted on social networks of the headquarters agency: Twitter with 300.000 followers, and Facebook with 430.000. Some days after, CNN included it in its news network, and the video began to spread quickly through all online media and social networks. In just one week: Time, Fox News, The New York Times, ABC, CBS, and more than 140 online media around the world talked about the campaign without a single dollar of paid media. The action demonstrated its relevance by initiating a social media debate where celebrities, journalists, writers, activists and millions of people participated in the main social media platforms. List the results (30% of vote) -The sales of Aeromexico tickets from the United States to Mexico had a historical increase of 33.7%. -The brand’s top of mind and spontaneous recall reached historical peaks of 91%. -166 countries worldwide spoke and debated the campaign. -More than 1.6 billion impressions. -More than 1 billion in reach. -Increase in US search "Tickets to Mexico": 214%. -Increase in US search "Vacations to Mexico": 321% -Increase in US search "Aeromexico": 177% -The video went viral with more than 25 M views the first week on different social media platforms. -More than 320,000 shares in social networks, just in the first week. -All brand indicators in terms of affinity, confidence, quality, service and uniqueness rose between 4% and 7%. -Only 4% negative feeling which is totally unusual, especially for an airline on social networks.