Brand owner: Aeroméxico
Lead agency: UM
Contributing agencies: Ogilvy, Reprise, Cadreon
Media channels: Integrated, Mobile & apps, Newspapers, Online display, Outdoor, out-of-home, Programmatic display, Radio & audio, Search marketing, Social media, Television
Budget: 500k - 1 million
The agency realised that the busiest online sales seasons in Mexico, known as El Buen Fin (the Mexican Black Friday), was approaching and that using traditional media was not enough to engage millennials, who spend more and more of their time interconnected via numerous digital platforms. Achieving a real connection with them was going to be a huge challenge.
However, we knew that they disliked being reached by intrusive and non-interactive advertising, so we designed a strategy to reach them in the most organic and natural way possible during the week that preceded Buen Fin 2017.