Cannes Lions

UNFORGETTABLE FLIGHT

PERALTA COMUNIÇACÕES, Sao Paulo / NATURA / 2013

Awards:

1 Shortlisted Cannes Lions
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Case Film
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Overview

Entries

Credits

Overview

Execution

By showcasing lovers who live apart and offering them the chance to reunite, we reinforced the main proposition of Amó: relationships are not perfect (distance) and depend on the gestures of each person (taking an active role). The media goal was to make a viral action possible within the context of the brand. In a pioneering move, we used the most important medium available onboard — the captain’s voice — to engage all passengers, especially the one for whom the message had been written. The media effort started on the Internet (Facebook) and generated great engagement and expectation. Then, it was extended to TV through a cable show that is strongly connected to the whole idea: an emotional show featuring real stories of airport situations, with people waiting for someone to arrive or saying goodbye to someone who’s leaving. The footage taken during the action was even featured on the show.

Outcome

The result was the largest viral campaign in the history of the advertiser. The video of the action had more than 2.4 million views. The post on the brand’s page on Facebook had a record number of “Likes” and “Shares” among fans; it was shared more than 6 thousand times. The action fully reflected the concept and the positioning of the brand and managed to integrate online, promotion, onboard media and engagement.

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