Transportation
Air, train, bus, taxi, rideshare services, subway systems, bike shares, car rentals, ferries, etc.
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PROGRAM
2020 GOLD
DNA Discounts
U.S.-to-Mexico Aeromexico ticket sales were suffering as the U.S. political climate fanned the flames of anti-Mexico rhetoric. Based on the insight that Americans’ love of discounts could be greater than their rejection of Mexico, we created the DNA Discounts campaign, offering flight discounts to Americans with Mexican ancestry. Despite zero paid media spend, our shocking, newsworthy video garnered 1.6 billion impressions. More importantly, we increased daily revenue 185.8% after the campaign went viral while promoting our brand’s positioning statement: There are no borders within us.
Brand:
Aeromexico
Client:
Aeromexico
Agency:
Ogilvy Mexico
Language:
English
2020 SILVER
Go Get Gifted
Outspent 9:1, how do you break through with an audience already skeptical of airlines? With a truth that hits home: This holiday season, your presence is worth more than presents. JetBlue’s “Go Get Gifted” gave people the opportunity to be gift wrapped head-to-toe and delivered home just in time for the holidays. We broke through by earning 596M impressions, shifting non-customer perceptions, driving a +22ppt lift in non-customer “First Choice” airline (highest ever), ultimately driving a +1ppt lift in overall market share and generating incremental revenue.
Brand:
JetBlue Airways
Client:
JetBlue Airways
Agency:
MullenLowe U.S.
Language:
English
2020 BRONZE
WestJet Flight Light
Long regarded as the friendly upstart airline from Calgary, we realized that WestJet had a unique opportunity to connect with a new group of business travellers for whom they recently introduced a new suite of premium offerings. We created the WestJet Flight Light, a nightlight that projects a travelling parent’s flight path onto their child’s bedroom ceiling. By addressing the most significant pain point these travellers faced, WestJet was able to positively connect with a new audience by tapping into the core aspect that separates them from their competitors: care.
Brand:
WestJet
Client:
WestJet
Agency:
Rethink
Language:
English
FINALISTS
Ad Council
It's Up to You
Chevrolet
There's Only One Guy For The Job
Goldfish
Go For The Handful
