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Category
Social Engagement / Community Building
Annual ID
OS_SM19056M
About the Work
Just in the middle of Trump’s wall debate, a brave decision was made: put a Mexican brand in the middle of those southern American’s beliefs with Aeromexico’s DNA Discounts. Using our PR company strategy, the brand posted a campaign video just when people needed to raise their voices towards President Trump’s policies: the government's shutdown. The action immediately proved to be relevant starting a social debate and becoming a global phenomenon. A statement to support and stand against political controversy. Aeromexico's action got 23,404,089 views on different platforms, and 1.6 billion impressions. People in 166 countries were talking about it, with a total of 141.177 mentions on Social Media. 326.298 people shared the video on their own timeline; and the airline conversation in social media was changed, having only a 4% of negative sentiment, which is a really low number to what airlines are used to receive.
2019 Awards
Total Points: 2
Merit
Credits
Agency
Ogilvy Colombia / Bogotá
Ogilvy Mexico / Mexico City
Art Director
Alejandra Rozo
Chief Creative Officer
John Raúl Forero
César Agost Carreño
Juan Pablo Alvarez
Creative Director
Hugo Mario García Moya
Mauricio Sanchez
Data Scientist
Julián Esbrí
Michelle Martínez
Executive Creative Director
Mauricio Guerrero
Camilo Ruano
Strategist
Maria Angélica Figueroa
Ana Villalta
Writer
Luisa Consuegra
Julián Triana
Account Team
Perla Santos
Olga Cardoso
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