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：为什么这项工作与创意数据相关？通过将历史数据与当前有关社会，文化和政治状况的数字数据进行整合; 有可能改变墨西哥最大航空公司的不利/不可持续的业务记录。背景墨西哥最大的航空公司Aeromexico从从墨西哥飞往美国的航班中获得了可观的收入 (58%); 但相反 (从美国飞往墨西哥的航班: 28%)。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情况。另一方面，从历史上看，美国一直存在仇外对话; 但自从特朗普总统上任以来，仇恨达到了最高水平，在南部边境修建隔离墙的意图是激进的。面临的挑战是增加从美国到墨西哥的航班的渗透率，了解如何通过数据并通过它来改变 “归化” 的拒绝并将其转变为旅行机会。描述想法/数据解决方案 (投票20%) 最初的数据向我们展示了三件事: 首先，许多美国人的DNA中有墨西哥血统 (11% 的美国人口是墨西哥血统); 其次，对DNA旅行的兴趣正在增长 (过去5年中，平均每月DNA旅行/祖先旅行搜索增长了50%); 第三，美国人喜欢促销和折扣 (96% 的消费者即使在赢得彩票后也会继续使用优惠券-RedPlum)。这使我们相信Aeromexico拥有创新和前所未有的销售机会。通过将美国国土安全部的进一步数据与当前的社交媒体和行为数据进行交叉，我们找到了一个目标: 不知道其起源并且很可能对飞往墨西哥不感兴趣的墨西哥后裔。通过这种方式，品牌创造了新的和原始的媒体实现，将传统的推广变成了创新的奖励。所有这些都是通过为人们提供与他们独特的DNA结果相匹配的独家折扣。墨西哥越多，折扣越好。描述数据驱动策略 (投票30%) 通过与美国国土安全部一起进行的数据收集过程，我们了解到，多年来的墨西哥移民实际上不是最近的现象，而是一种趋势，这种趋势可以追溯到在墨西哥社区居住的土地上建立新州的19世纪00年代。这向我们展示了当前美国人与墨西哥人有DNA联系的地方。这增加了一个事实: 在过去的5年中，寻找祖先DNA的人数呈指数级增长，而美国的祖先前往欧洲的旅行在113.000旅行中占118美元，向我们表明DNA旅行的趋势正在增长。人们对他们的起源感兴趣。下一步是收集当前的社交媒体，行为数据和内部旅行数据，这些数据向我们展示了美国人最不倾向于前往墨西哥的地区。通过这个过程，我们发现内华达州，科罗拉多州，德克萨斯州和犹他州是我们设定理想目标的州。描述数据的创造性使用，或数据如何增强创造性输出 (投票30%) 在数据确定了墨西哥的移民情况之后，行为和社交媒体数据都确定了美国仇外对话的增长，我们需要一种工具。尼尔森的消费者行为给了我们一个清晰的结论，消费者最看重的金钱利益是产品折扣。在美国接受咨询的90% 成年消费者表示，他们的决定实际上受到价格 (ICSC) 的影响。在那之后，为特定的数据设计了一个颠覆性的想法，确定了不情愿的南部边境目标。DNA折扣，这是一种促销活动，根据他们的DNA测试结果为不情愿的美国人提供折扣。墨西哥人越多，他们得到的折扣就越多。每一次折扣都像他们的DNA一样独特。行为数据也是决定最佳实施时机的指南: 在特朗普总统执政期间，美国政府关门时间最长。在此期间，特朗普达到了他最高的反对程度，向我们的品牌展示了一个绝佳的机会，可以在一个显然比他更受认可的话题上加强沟通。特别是在社交媒体上，我们的主要沟通渠道。列出数据驱动的结果 (投票20%) -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。 -从美国到墨西哥的Aeromexico机票销售历史增长了33.7% %。 -品牌的头脑和自发召回达到了91% 历史高峰。 -在美国搜索 “墨西哥门票” 的增量: 214%。 -增加美国搜索 “墨西哥度假”: 321% -美国搜索 “Aeromexico” 的增量: 177% -只有4% 负面的感觉，这是完全不寻常的，特别是在空气中线路对话。 -世界上166个国家发言并辩论了这场运动。 -超过16亿个印象。 -10亿大多数人都可以到达。 -全球超过140家媒体对墨西哥航空进行了报道，例如《纽约时报》，《时代》，《新闻周刊》，《每日邮报》，CBS，ABC，CNN等。 -该活动受到数百万人的评论和分享，包括政治分析家，记者，活动家，名人，营销影响者，甚至前墨西哥总统费利佩·卡尔德龙。这场运动也被证明是人们感到认同并可能与之相关的事情，成为支持和反对背景政治争议的声明。

一个没有边界的世界

案例简介：Why is this work relevant for Creative Data? It was through the integration of historical Data, with current digital Data over the social, cultural, and political situation; that it was possible to change the non-favorable/non-sustainable business records in the biggest airline in Mexico. Background Aeromexico, the largest airline in Mexico, obtained a considerable amount of its revenue from flights from Mexico to the US (58%); but not so much the other way around (flights from the US to Mexico: 28%). 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 US; but since the arrival of President Trump, hatred was at its highest level and the intention to build a wall was radical on the southern border. The challenge was to increase the penetration of flights from the US to Mexico, understanding how from Data and through it, it was possible to change a "naturalized" rejection and turn it into a traveling opportunity. Describe the idea/data solution (20% of vote) Initial data showed us three things: First, many Americans had Mexican ancestry in their DNA (11% of USA population is of Mexican origin); second, the interest in DNA traveling is growing (Average monthly DNA traveling/ Ancestry traveling search has grown 50% in the past 5 years); and third, Americans love promotions and discounts (96% Of consumers would keep using coupons even after winning the lottery - RedPlum). This led us to believe that Aeromexico had an innovative and unprecedented sales opportunity. Through the crossing of further data from the USA Department of Homeland Security with current social media and behavioral data, we found a target: Mexican descendants that did not know their origin and would most probably NOT be interested in flying to Mexico. This way, the brand created new and original media implementation that turned a traditional promotion into an innovative reward. All by giving people exclusive discounts that matched their unique DNA results. The more Mexican, the better the discount. Describe the data driven strategy (30% of vote) Through a data gathering process in which, along with the USA Department of Homeland Security, we understood that Mexican migration through the years was actually not a recent phenomenon, but a trend that dated from the 1800s when new States were established on lands where Mexican communities lived. This showed us where current Americans had DNA connections to Mexicans. This added to the fact that: in the past 5 years there has been an exponential increase in people searching for Ancestry DNA, and that USA’s Ancestry travels to Europe represent $118M in 113.000 trips, showed us that the DNA traveling trend is growing. People are interested in their origins. The next step was to gather current social media, behavioral data and internal travel data that showed us the areas where Americans were least prone to travel to Mexico. Through this process we found that Nevada, Colorado, Texas and Utah were that states where our ideal target was set. Describe the creative use of data, or how the data enhanced the creative output (30% of vote) After the data established the Mexican migratory situation, and both behavioral and social media data stablished that the xenophobic conversation growing in the US, we needed a vehicle. Nilsen’s consumer behavior gave us a clear one, the most valued monetary benefit for consumers is product discounts. 90% of adult consumers consulted in the USA have said their decision is actually influenced by price (ICSC). After that, the creation of a disruptive idea designed for the specific, data identified reluctant Southern border target came organically. DNA Discounts, a promotion that gave discounts to reluctant Americans based on their DNA test results. The more Mexicans they were, the more discount they got. Every discount was as unique as their DNA. Behavioral data was also the guide that determined the best implementation timing: the longest US Government shutdown, during President Trump's administration. During this, Trump achieved his highest levels of disapproval, showing our brand the perfect opportunity to boost communications on a subject that was clearly more approved of than him. Specially on social media, our main communications channel. List the data driven results (20% of vote) -The video went viral with more than 25 M views the first week on different social media platforms. -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 totally unusual, especially in an airline conversation. -166 countries of the world spoke and debated the campaign. -More than 1.6 billion impressions. -Most of 1 billion reach. -More than 140 media around the world gave Aeromexico coverage such as The New York Times, Time, Newsweek, Daily Mail, CBS, ABC, CNN, among many others. -The campaign was commented and shared by millions of people including political analysts, journalists, activists, celebrities, marketing influencers and even former Mexican President Felipe Calderón. The campaign also proved to be something people felt identified and could relate to, becoming a statement to support and stand against the contextual political controversy.