54% of roomiest seats on planes are purchased by tall passengers. But the complaint rate for lack of space increases every year in other airlines. Research has shown that over 80% of those complaints are from taller people. And the complaint rate of Gol Airlines "comfort seats" is practically zero, because we have the most spacious seats than any other airline in Latin America. Tall people needed to know that. So how could they convey that message to the tallest passengers flying with the competition?

A typical airport radio – but one that only people taller than 180cm can hear. In Brazil’s busiest airport, we installed directional speakers, which, unlike the normal kind, can only be heard above a certain height. The radio station played songs and promoted our premium seats in the check-in lines for competing airlines, directly impacting their tallest passengers.

Airports in Brazil are one of the places with the most rules and regulations when it comes to advertising. But we needed to reach out to competing passengers, to show that our comfort seat has more space than any other airline.

Our strategy was to hack the airport and the competition.

In a way that only those who really needed to hear our message, could heard.

Radio 1.80FM would have to play in the competition’s check-in line, exactly when the taller people were getting ready to travel. Our message reached them, in an ironic and humorous way. And the main thing: with an invitation to have a discount on our website and travel with more space. Straight to the point.

Directional sound technology allows audio content to be targeted to a specific area of open space. Sound is sent in a straight line, just like a beam of light. This means that only people directly in its path will hear the sound. For the stunt, we used patented focused sound technology speakers produced by French company Akoustic Arts.

Radio 1.80FM played at the largest airport in the country, for a whole week, during which an average of 530,000 people go through by daily. And the radio was placed in the check-in line of competitors. And as every radio played music,news, and of course, advertised our "comfort seats", directly impacting tallest passengers in the competing airlines.Anyone who was impacted by the radio message could immediately access our website via cell phone and by geolocation could access a discount coupon to buy a ticket for an upcoming trip, in our “comfort seat”.

The idea took place at the largest airport in the country, with roughly 120,000 passengers per day. We estimate that our speakers impacted 18,000 people per day, during the whole week of the stunt. In the coming months, the brand plans to take the radio to other airports in Brazil and also studies to airports in other countries, where the brand operates.