Flybondi is one of the leading low cost airlines in Argentina. Its mission is to connect Argentines by offering the most competitive fares. We had to strengthen our low cost positioning but the real challenge was to do it without resorting to what our target is used to, good fares.

To generate awareness it was necessary to go beyond the tactical communication of prices and go beyond what we or any other low cost company had communicated so far.

How many times have you arrived at check-in thinking you had all your luggage under control and after weighing it, you were told the worst words in the world: EXCESS BAGGAGE?

To avoid paying for it, a low-cost passenger is capable of anything. From wearing a double sweater and jacket in the middle of summer, to wearing 3 T-shirts and a dress to avoid carrying a second suitcase. Being low-cost means economizing on everything. And Flybondi understands this like nobody else.

We create the outfit that any low-cost passenger would like to have: The Jacket-On. On the outside a discreet jacket, on the inside a carry-on full of compartments to carry everything without having to pay for excess baggage.

We released Jacket-On on Flybondi's social networks, giving all passengers the opportunity to have theirs and the response was overwhelming: everyone wanted to have it.

To consolidate Flybondi's positioning as the lowest cost low cost in Argentina, we put ourselves in the shoes of our target, those who when they travel intend to save on everything, even what until now was not within their reach: excess baggage.

Excess baggage fees can be the difference between a cheap flight and one that is cost prohibitive. In hopes of avoiding paying excessive fees at the gate, more than a few bargain flyers have found themselves in the position of piling on every shirt they had in their suitcase to keep traveling costs down. To that end, Argentina’s first low-cost airline Flybondi created Jacket-On. On the outside a discreet jacket, on the inside a carry-on full of compartments to carry everything without having to pay for excess baggage.

With the help of a fashion designer, a limited edition Jacket-On was conceived and created. After an exhaustive search for trendy garments, it was decided to create an oversize jacket with the objective of concealing an interior to be carried as a carry-on. For the design, the colors of the brand were chosen, although the branding was only on the inside of the Jacket-on. Every detail of the interior was thought to store the different types of objects that we usually take with us on a trip: toiletry pockets, underwear pockets with elastic mesh, identification label with passenger info, etc.

The innovative garment was available on Flybondi's networks. Other Jacket-Ons were also given to influencers in Argentina to help grow the conversation.

The campaign lasted 3 weeks on the brand's social networks, using Instagram and Flybondi's website as the main media.

The campaign had a great positive impact on the target, generating a unique organic repercussion on the brand's social networks. The contents of the campaign that presented the Jacket-On and those that invited to participate in order to obtain one, triggered the brand's interactions. The action had +1.3 M organic impressions and exponentially increased site traffic during the campaign period by 35%, increasing ticket sales. The most interesting aspect of the results is that the campaign had no investment whatsoever, the entire campaign was 100% organic.

Jacket-on was not only a great campaign in networks but also helped to continue building on the perception of a low cost airline without having to talk about fares, generating engagement and using humor as a basis for dialogue with the target.