Instead of just creating an ad, we created an initiative: #ChristmasInAirplaneMode.

In a digital revolution era, LAN dreamed of a Christmas closer to our loved ones and farther from our phones. We surprised the Silva's family with an offer they can't refused. A 5 day trip to a beautiful place, all expenses paid. Once arrived their destination, the catch was revealed: they had to put all their electronic devices in a box, and experience the whole trip in airplane mode. We documented the whole experience and created a video that we launched in LAN's social media channels and flights, the week before christmas. The campaign started the conversation between the audience "Would you spend a Christmas in airplane mode?"

We surprised the Silva's family with an offer their can't refused. A 5 day trip to a beautiful place, all expenses paid. Once arrived in the airport, the catch was revealed: they had to put all their electronic devices in a box, and experience the whole trip in airplane mode. We documented the whole experience and created a video that we launched in LAN's social media channels and flights, days before christmas. The campaign started the conversation between the audience "Would you spend a Christmas in airplane mode?" inspiring thousands of peruvian families to spend a christmas closer to their loved ones and farther from their phones.

+8874 Facebook Likes

+1 million views in Facebook

+4000 Facebook Shares

+300% more views than expected.

+210% Click Through Rate than expected.

-75% Cost Per View than expected.

+90% positive comments

#ChristmasInAirplaneMode started a conversation about how important is to spend quality time with our families in times of digital revolution. Through Silva's family example, we inspired thousands of peruvian families to spend a Christmas closer to their loved ones and farther from their phones. We redefined the "Airplane Mode" so it no longer means disconnection, but quite the opposite. In a time when people travel to see their loved ones, LAN became the most popular airline in social media. And most importantly, thousands of families embraced the initiative of a Christmas closer together.

Target Audience:

Men/Women

20-55 years old

Peruvian travelers and non travelers, both national and international.

Approach and call to action:

Would you spend a Christmas in Airplane Mode?

In a digital revolution era, we dreamed of a Christmas closer to our loved ones, and farther from our phones. So instead of just creating an ad, we created an initiative: #ChristmasInAirplaneMode.

Christmas is very important time of the year, specially for an airline, as lot's of people travel to see their friends and families. As the major airline in Peru, LAN wanted to create a Christmas campaign, but most importantly, generate conversation in social media while transmitting their values.

The objective, was to become the most popular airline in social media increasing the love-brand in travelers and non travelers both national and international . Specially on Facebook, one of their most important advertising channels, and most importantly the place where most people receive travel offers during the holiday season.