There were no low-cost airlines in Argentina until Flybondi made its debut in 2018. We needed the Brand to gain popularity and for people to discover how convenient it is. The hard part was that their budget matched their description: it was ultra-low cost.

At the same time, the country’s political and economic situation was far from perfect: 32% poverty, 47.6% inflation in 2018 (the highest rate in 27 years, and among the 5 highest in the world), and a society that struggles every day to make ends meet. In this context, people rightfully expect their representatives to at least make an effort. Meanwhile, we ran into an interesting fact: each of the 329 National congressmen and women are entitled to 20 flights per month which they can trade in for cash if unused. So –we wondered– why don’t they fly with the most affordable airline?

We selected 329 people to spread the word that we’re the cheapest airline in Argentina to the entire population. How? Inviting Argentine legislators to save up to 30% of the parliamentary budget with a single decision: flying the cheapest possible way, in other words, flying Flybondi.

The idea operated on a very strong feeling all Argentine citizens share: they have to struggle to make ends meet in this economic climate and they at least expect to see their representatives have to do the same. This disruptive and challenging proposal not only introduced people to the Brand but also helped them side with it.

The message directed at the political class was loud and clear: Argentina needs to save money so fly with us!

We decided the perfect time to extend our proposal to legislators came just as they were discussing the national budget for the following year (2019). So, what did we do? We contacted each national congressman and woman directly through their personal Twitter accounts, inviting them to join the campaign.

We also put together a WhatsApp video so all Argentines could hear our proposal, share the idea, and learn about this new much more affordable way to fly.

Lastly, we set up a giant mobile billboard that served as a traveling street sign around the Congress.

• Earned Media: +400% over initial investment

• #3 Flybondi Airline Awareness 2018

• +U$S 3MM potential savings if congressmen and women accepted

• A draft bill was pushed to stop ticket exchanges