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DNA Discounts

basics
Industry: Transport & Tourism
Media:TV & Cinema
Style: Minimalism
descriptioncnen
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 but not the opposite.
DNA DISCOUNTS: traditional promotion became a revealing reward
We approached Southern Americans and developed DNA tests powered by 23andME We shocked them by unveiling their percentage of Mexican DNA (category “Native American-Mexico¨) And offered them exclusive discounts to fly to Mexico assigned by matching their results
credit
Brand:
Agency:
awards
D&AD 2019
Wood Pencil Direct
Direct Product & Service
D&AD 2019
Wood Pencil Illustration
Earned Media/Large Business (over 500 employees)
D&AD 2019
Wood Pencil PR
Reactive Response
The One Show 2019
Gold Pencil Direct Marketing
Non-traditional & Guerrilla Marketing
The One Show 2019
Gold Pencil Direct Marketing
Digital & Online / Social Media & Viral Marketing - Single
The One Show 2019
Gold Pencil Interactive & Online
Online Video / Online-only Video - Single
The One Show 2019
Gold Pencil Public Relations
Media Relations
The One Show 2019
Silver Pencil Cultural Driver
Cultural Driver
The One Show 2019
Silver Pencil Direct Marketing
Innovation in Direct Marketing
The One Show 2019
Silver Pencil Experiential & Immersive
Innovation in Experiential
The One Show 2019
Silver Pencil Film
Online Films & Video / Long Form - Single
The One Show 2019
Silver Pencil Public Relations
Reputation Management
The One Show 2019
Merit Creative Effectiveness
Creative Effectiveness / Single Country or Region
The One Show 2019
Merit Creative Effectiveness
Creative Effectiveness
The One Show 2019
Merit Film
Under 100K Budget
The One Show 2019
Merit Public Relations
Brand Voice
The One Show 2019
Merit Social Media
Social Engagement / Community Building
The One Show 2019
Merit Social Media
Social Engagement / Stunts & Activations
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