Cannes Lions

LAN

McCANN WORLDGROUP COLOMBIA, Bogota / LAN / 2015

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Case Film

Overview

Entries

Credits

Overview

Execution

Reference was made on Media marketing groups having a wide variety of channels and important audiences to implement the creative idea, which led to facilitate and enhance the communication in each channel group, Fox Group (from Fox Channel to FX - Fox Life to Nat Geo) and VC Media (from A&E to History Channel).

Taking into account weekend audiences, a greater concentration of ads was placed on Saturdays and Sundays, which was reinforced during prime time of working days that have higher audiences and affinity, achieving marginal scope of strategy, capitalizing on the fact that Open TV loses audiences to Cable TV along all schedules.

Outcome

Delivering the consumer an experience, interaction and proof of punctuality of the brand (94% timeliness supported by the Colombian Civil Aviation, agency that regulates all airlines in the country) without the need to fly the airline.

After the campaign, awareness of punctuality from LAN gained 25 points, rising from 60% to 85%.

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