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Category
Cultural Driver
Annual ID
OS_CD19002S
About the Work
How can you reject something you got inside? Aeromexico developed a specific action for a specific audience, in order to change the fact that most of their income came from flights from Mexico to US (58% p.a.); but not from the USA to Mexico (28% p.a.). DNA DISCOUNTS: an experience that integrated what US people are proven to love: discounts; with what they claim to hate: Mexico. We turned a traditional promotion into an innovative experience. We approached Southern Americans and developed DNA tests powered by 23andME. We were able to shock them by unveiling their percentage of Mexican DNA (results show “Native American-Mexico¨). We offered them discounts that matched their results. The more Mexican they were; the more discount they got. 54.4% of tests results showed Mexican presence in Southern American's DNA. The brand demonstrated haters there’s not that much to hate, increasing flights to Mexico up to 18%.
2019 Awards
Total Points: 15
Silver Pencil
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
Julián Triana
Luisa Consuegra
Account Team
Olga Cardoso
Perla Santos
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