Our target audience were frequent flyers and potential new customers who frequented the areas around airports. They generally see airlines advertising on traditional media. The fact is that most billboards and other outdoor media have become part of the landscape.

We decided to run a promotion on which we offered very low prices for our new destinations on the bellies of our planes. The promotion was only communicated through our new type of owned media.

We used our planes as moving billboards with a call to action to access a specific website that would sell plane tickets at a promotional price. So only those who saw the plane were able to participate and only those who accessed the URL were able to purchase tickets at such low prices.

We decided to announce our new destinations on our planes' bellies. We placed very large stickers with the name of the destinations and the promotional prices, along with the promotional URL. The planes flew over Ecuador's biggest cities, Guayaquil and Quito and whoever accessed the promotional URL would be able to purchase the tickets at our special prizes.

The execution is so relevant because we managed to be seen by thousands of people without spending a single dollar on media purchases.

Only those who accessed the URL’s were able to purchase tickets at our low prices.

We received generated 2 million views of the ads at $0 media cost.

43,164 visits to our promotional URLs.

Sales increased by 18% as compared to the year before.

We knew most Ecuadorian airports are located on residential or commercial areas and as they pass, people look at them. We discovered a new type of large scale owned media to generate more customer acquisitions.

Around 836 flights land and depart on Ecuadorian cities every day.

Planes pass by so close to the cities that they aren’t easily ignored. We found that our planes were a very attractive part of the ambiance that was not taken into consideration. By using our planes, we were more effective and found a free type of massive media.