In May 2021 came the HOT SALE, an event similar to Black Friday very popular in Argentina where brands offer great discounts and gather the interest of many people looking to make their money go further. A very important issue for the Argentinean economy.

On the other hand, Flybondi, the first low cost airline in Argentina, which offers the best prices throughout the year, wanted to take advantage of the expectation generated by this day to join the conversation in networks. The challenge was how to stand out on a day when all brands offer discounts like the ones Flybondi offers all year round. The brand had to stand out with its promos and low prices on a day when everyone lowers their prices to attract people's attention.

While many brands competed with each other offering great discounts during HOTSALE, Flybondi surprised everyone by coming out to communicate exorbitantly high prices; the opposite of what they were expected to do that day.

The intention was to spark conversation in the networks and the curiosity to check those exorbitant prices in the airline's e-commerce. And we succeeded. The networks exploded with very funny reactions and comments that quickly went viral. As the conversation grew on the Internet, our site was filled with people who came in to check the prices and discovered that Flybondi's prices are always low, because it is LOW COST all year round.

If there is one event in the year that matches Flybondi's target, it is HOTSALE. Why? Simple, because nobody likes offers more than a low cost airline's target.

The HOTSALE generates a lot of expectation and it increases as the day approaches when discounts and special promotions are published. Flybondi wanted to take advantage of the expectation to surprise all those who were on the lookout for offers from the first minute of the HOTSALE.

We decided to do the opposite of what the rest of the brands were doing. We increased prices in an exaggerated way and went out to communicate it with a campaign in our networks that immediately became a conversation.

The strategy, without a doubt, was to take advantage of the HOTSALE real time to appropriate the conversation by doing what no one else would have done that day: communicate high rates.

A destination campaign was carried out with prices that were published from 00:00hs on May 10, 2021, when the HOTSALE explodes and thousands of buyers are waiting for brands to enable their offers to be the first to enjoy them. Instead of offers, we surprised with excessively expensive prices in the communication to arouse people's curiosity and generate an organic conversation about the confusion as to why Flybondi, instead of lowering prices, had raised them. The action was sustained for the first 15 hours of the HOTSALE.

In the midst of the confusion, reactions and memes, many realized when they entered the e-commerce and discovered that the prices were as low cost as ever. The mystery was unveiled when the exorbitant rates were crossed out in the communication and turned into discounts of up to 99.4%, leaving the rates as low cost as people are used to with this brand.

The high prices of our HOT SALE campaign quickly went viral, increasing interactions in networks by 102%, traffic to our website grew by more than 344% and we tripled the sales of airline tickets to the most popular destinations in the country, far exceeding the expectations of the action, which was 100% organic versus the large investment in media that brands make to sell in the run-up and during the HOTSALE.