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

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无国界的世界

案例简介：挑战的解释 (30% 的选票) 墨西哥最大的航空公司墨西哥航空公司从墨西哥飞往美国的航班中获得了可观的收入 (58% 便士a.); 但没有那么多相反的方式 (从美国到墨西哥的航班: 28% p.a.)。这一事实意味着在人、时间和预算方面存在长期不可持续的局面。乐队需要并希望采取强有力的行动，不仅解决他们的业务问题，而且强化了他们三年多来的定位: “我们内部没有边界”。在制定解决方案之前，有必要考虑特朗普总统创建和推动的背景政治局势，在那里，对墨西哥的仇恨达到了最高水平，在墨西哥边境附近的精确位置更加明显和激进。此外，相比之下，重要的是要记住这样一个事实，即墨西哥航空公司的主要合作伙伴是一家美国公司，他们与该公司一起管理数十亿美元的业务。最后，在一个矛盾的框架内，重要的是要清楚，主要的挑战是在一个对历史和当前事件敏感和容易发生的观众中创造一种新的行为和兴趣，使用80.000美元的总预算。洞察力/突破性思维 (30% 的选票) 我们需要创建一个大而大胆的声明，可以渗透到尽可能多的人，总预算为80.000美元。我们决定把我们的方法集中在为特定的观众创造一个想法上，期待一个示范的结果。我们首先研究了当前的政治形势，并将这些信息与美国国土安全部开发的一项研究的数据进行了对比，在这项研究中，墨西哥移民多年来一直持续，而不是最近的现象，但作为自19世纪以来墨西哥社区的定居点;这意味着很大一部分美国人有墨西哥的基因。所有这些获得的事实与社交媒体和行为数据交叉，允许建立最不情愿的观众和倾向的州 (内华达州，科罗拉多州，得克萨斯州和犹他州)，墨西哥后裔对飞往墨西哥不感兴趣的地方。我们从战略上确定这种情况是一个行为问题，只能通过另一种行为来解决; 所以我们呼吁美国人被证明喜欢的东西: 销售，面对他们声称讨厌的东西: 墨西哥。预算完全在制作中实施，以支持行动的真实性; 将放大内容具体分配给有机出版物和赢得的媒体。创意 (20% 的选票) 这些见解，紧张，数据分析和社会行为引导创意团队将一个为特定的和确定的不情愿的南部边境观众设计的颠覆性想法变为现实: DNA折扣，根据美国人的DNA测试结果给他们打折的促销活动。墨西哥人越多，他们得到的折扣就越多。人们不仅成为目标，而且被记录在案。制作选择并询问人们对墨西哥的感受和信仰。然后，进行了由23andme驱动的DNA测试; 当发现他们持有的墨西哥DNA百分比时，能够记录令人震惊的反应。这个品牌，通过DNA结果，将传统的促销变成了病毒 -- 超过166个国家 -- 并且揭示了他们给予的每一次折扣都像人们的DNA一样独特的奖励; 通过真实的事实证明 “我们内部没有边界”。结果/结果 (20% 的选票) -墨西哥墨西哥航空公司从美国到墨西哥的机票销售有33.7% 的历史增长。 -品牌的心灵之巅和自发的回忆达到了91% 个历史高峰。 -增量在美国搜索 “墨西哥门票”: 214%。 -增加美国搜索 “假期到墨西哥”: 321% -在美国搜索 “墨西哥航空公司” 中的增量: 177% -只有4% 的负面感觉，这是不寻常的，尤其是对航空公司。 -该视频在不同平台上的第一周观看次数超过2500万次。 -166个国家辩论了这场运动。 -10亿的大部分到达。 -全球超过140家媒体对墨西哥航空公司进行了报道，如NYT，Time，Newsweek，CBS，ABC，CNN等。 -这场运动得到了数百万人的评论和分享，包括政治分析家、记者、活动家、名人、影响者，甚至墨西哥前总统。 -这场运动成为支持和反对背景政治争议的声明。陪审团的文化/上下文信息 (150字) 它也被战略性地确定了，对竞选产生更大影响的最佳方式只能通过美国政治背景的拐点，美国政府最长时间关门的关键时刻到来了。可以预见的是，整个媒体都在关注t他的问题，作为延伸，我们的竞选将引发辩论和对话。这个决定要求一个品牌勇敢面对这个世界上最强大国家的总统，但是，当公司管理数亿美元的业务时，需要更加勇敢。

无国界的世界

案例简介：The Interpretation of the Challenge (30% of vote ) Aeromexico, the largest airline in Mexico, obtained a considerable amount of its revenue from flights from Mexico to the US (58% p.a.); but not so much the other way around (flights from the US to Mexico: 28% p.a.). This fact implied a long-term unsustainable situation in terms of people, time, and budget. The band needed and wanted a strong action that not only solved their business problem but also reinforced the statement they had been positioning for more than 3 years: "There are no borders within us". Before creating the solution, it was necessary to consider the contextual political situation, created and promoted by President Trump, where hatred towards Mexico was at its highest levels, being more evident and radical in the precise locations next to the Mexican border. In addition, and contrast, it was important to remember the fact that Aeromexico's main partner is an American company with which they manage billions of dollars businesses. Finally, and within an ambivalent framework, it was crucial to be clear that the main challenge was creating a new behavior and interest, in an audience that was sensitive and predispose by historical and current events, using a total budget of 80.000 dollars. The Insight / Breakthrough Thinking (30% of vote ) We needed to create a big and bold statement that could permeate as many people as possible with a total budget of 80.000 US Dollars. We decided to focus our approach on creating an idea for a specific audience, expecting a demonstrative result. We first studied the current political situation and contrasted that information with data from a research developed with the USA Department of Homeland Security, in which Mexican migration through the years was sustained not as a recent phenomenon, but as a settlement of Mexican communities since the 1800s; meaning that a large percentage of Americans have Mexican DNA. All those acquired facts were crossed with social media and behavioral data, allowing to establish the most reluctant audience and prone States (Nevada, Colorado, Texas, and Utah), where Mexican descendants NOT interested on flying to Mexico could be. We strategically established that this situation was a behavioral problem that could only be countered by another behavior; so we appealed to something Americans are proven to love: sales, faced with something they claimed to hate: Mexico. The budget was totally implemented in the production to support the action’s veracity; leaving the amplification contextually assigned to organic publications and earned media. The Creative Idea (20% of vote ) These insights, tensions, data analysis, and social behavior directed the creative team to bring to life a disruptive idea designed for the specific and identified reluctant Southern border audience: 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. People were not only targeted, but documented. The production selected and asked people about their feelings and beliefs towards Mexico. Then, performed the DNA tests powered by 23andME; and were able to record the shocking reaction when finding out about the percentage of Mexican DNA they held. The brand, through DNA results, turned a traditional promotion into a viral -more than 166 countries-, and revealing reward in which every discount they gave was as unique as people’s DNA; proving through real facts that "There are no borders within us". The Outcome / Results (20% of vote) -The sales of Aeromexico tickets from the United States to Mexico had a historical increase of 33.7%. -The top of mind of the brand and spontaneous recall reached 91% historical peaks. -Increment in US search "Tickets to mexico": 214%. -Increase in US search "Vacations to Mexico": 321% -Increment in US search "Aeromexico": 177% -Only 4% negative feeling which is unusual, especially for an airline. -The video went viral with more than 25 M views the first week on different platforms. -166 countries debated the campaign. -Most of 1 billion reach. -More than 140 media around the world gave Aeromexico coverage such as The NYT, Time, Newsweek, CBS, ABC, CNN, among many others. -The campaign was commented and shared by millions of people including political analysts, journalists, activists, celebrities, influencers and even former Mexican President. -The campaign became a statement to support and stand against the contextual political controversy. Cultural/Context Information for the Jury (150 words) It was also strategically determined that the best way to generate a bigger impact with the campaign would only be through an inflection point on the political context in the US, a crucial moment that came when the US longest Government Shutdown took place. It was predictable that the whole media was going focus on this issue and as an extension, our campaign would generate debate and conversation. A decision that requires a brand to be brave to confront and face the President of the world´s most powerful nation, but needs to be braver when it's precisely with that nation that the company manages hundreds of millions of dollars’ businesses.