The One Show
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Category
Commerce
Annual ID
OS25_DM087M
Background
Volaris, Mexico’s largest ultra-low-cost airline, needed to increase sales but had no budget for traditional advertising. Instead of investing in media, the brand looked for an organic, data-driven solution. Research showed that 83% of in-flight photos capture the airplane wing, yet no one had ever noticed the registration codes printed on them. This overlooked detail became the foundation of an innovative commerce strategy.
Creative Idea
What if a simple airplane registration code could unlock a flight discount? W1NG COD3S transformed an unnoticed piece of data into a transactional tool. Passengers simply had to take a photo of the wing, visit volariswingcode.com, enter the registration number, and instantly receive a discount. A code that had always been there suddenly had value, seamlessly integrating travel behavior with social commerce.
Insights & Strategy
The campaign was built on two key insights:
1. Behavioral insight – Travelers frequently take and share wing photos, making it a natural engagement point.
2. Data-driven opportunity – The airplane registration code was a universally present but underutilized asset.
By linking real-world data (airplane registrations) with a digital mechanic, Volaris turned an ignored detail into a gamified, engaging commerce experience. The strategy didn’t require media spend or influencers—just passenger curiosity and a simple way to redeem the codes.
1. Behavioral insight – Travelers frequently take and share wing photos, making it a natural engagement point.
2. Data-driven opportunity – The airplane registration code was a universally present but underutilized asset.
By linking real-world data (airplane registrations) with a digital mechanic, Volaris turned an ignored detail into a gamified, engaging commerce experience. The strategy didn’t require media spend or influencers—just passenger curiosity and a simple way to redeem the codes.
Execution
The campaign ran entirely on organic participation. A dedicated microsite, volariswingcode.com, allowed passengers to input their registration code and unlock discounts instantly. The mechanic was frictionless—no app downloads, no complicated steps. As passengers naturally shared their wing photos online, the campaign gained momentum. Then came the unexpected twist: people started testing the mechanic on competitor airlines, and it worked.
Results
- 179,692 codes redeemed = 179,692 tickets sold.
- 98% conversion rate, demonstrating the seamless integration of commerce and behavior.
- +197% social engagement, making it one of Volaris' most successful organic campaigns.
- 21% increase in total sales (Sept 2024 vs. Sept 2023).
- 98% conversion rate, demonstrating the seamless integration of commerce and behavior.
- +197% social engagement, making it one of Volaris' most successful organic campaigns.
- 21% increase in total sales (Sept 2024 vs. Sept 2023).
2025 Awards
Total Points: 3
Merit
Credits
Agency
Havas HOY / Mexico City
Art Director
Michelle Santibañez
Rafael Santos
Chief Creative Officer
Jairo Lezaca
Copywriter
Viridiana Brug
Melissa Vaz
Creative Director
María Fernanda González
Juliano Almeida
Editor
Mariana Amador
Executive Creative Director
Pablo Naval
Motion Designer
Rebeca López
Veronica Garcia
Strategist
Frida López
Executive Producer
David Camacho
General Strategy Director
diego isaza
Regional Executive Creative Director
Marcelo Bruzzesi
Senior Producer
Claudia Pedraza
Account Director
Thalya Sánchez
Chief Executive Officer
Juan Diez
Chief Operating Officer
Catalina Henao
Executive Account Director
Jonatan Alatorre
Head of Art
Daniel Ortiz
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