Cannes Lions

Grandparents' Day Video

LOPITO ILEANA & HOWIE, Guaynabo / JETBLUE / 2016

Film
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Overview

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Credits

Overview

Description

The creative idea was to raise awareness on the Puerto Rican diaspora (exodus) to the U.S. through the individual compelling stories of four families (through interviews of the grandparents who live in Puerto Rico and their children and grandchildren who live in the U.S.). The video concludes with a very special gift: an emotional family reunion, an unforgettable surprise for the grandparents.

Execution

The video presented the individual compelling stories of four families, through interviews of the grandparents who live in Puerto Rico and of their children and grandchildren who live in the U.S. And concluded with a special gift: an emotional family reunion, an unforgettable surprise for the grandparents. A sure way to reach our target audience, as well as connect with anyone who came across the video.

Outcome

The video connected Puerto Ricans, everywhere, and it established JetBlue as the airline that connects Puerto Ricans. In less than one day the video had over 110,000 views on YouTube and 1,500 shares on social media.

The results went above and beyond our expectations, reaching the target audience in Puerto Rico, US Hispanic and the Dominican Republic, as well as International markets.

The campaign resulted in 170%+ over the local average benchmark CTR.

Public Relations ROI was a ratio of 11:1

100% Digital Media ROI was a ratio of 12:1

Total ROI was a ratio of 12:1

The client achieved a value campaign of over $340K in Public Relations and $750K in Digital Media, while the real investment was less than 1%.

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