| Заголовок | Tourist Comments |
| Агентство | Havas Peru |
| Кампания | Tourist Comments |
| Рекламодатель | Sky Airline |
| Бренд | Sky Airline Peru |
| Дата первой трансляции/Публикации | 2023 / 7 |
| Бизнес сектор | Транспорт, путешествия и туризм |
| Слоган | How we hijacked YouTube entertainment content to promote our destinations for free |
| История | YouTube, the ultimate entertainment hub, is where people binge on everything. And we noticed that the most popular videos are often shot in beautiful places that are easily reachable via Sky Airline. For an entire day, we hacked the comment section of the most popular YouTube videos, mentioning the exact minute a tourist destination appeared and inviting users to fly to those cities with Sky Airline. So, we showcased our destinations in the most appealing way, in content featuring big-name celebrities that our audience already consumes, at no cost. |
| философия | We identified our audience and cross-referenced data based on their preferences on YouTube. This process led us to discover the most popular videos for them, showcasing tourist destinations that are easily accessible thanks to Sky. As a result, we found the most appealing content for them—content they already consume, featuring our destinations in the best possible way. Then, we realized we could promote our destinations for free by being in the only place YouTube doesn't charge: the comments section. |
| Проблема | 2023 was one of the years most affected by the economic recession in Peru. So, how could a low-cost airline, operating with an already tight budget, compete with major airlines boasting large budgets at a time when everyone was fighting to be heard? The answer lies in being present in the exact type of content our clients already consume and creating an appealing promotion. This involves emphasizing not only the offer itself but also the form and media used for its communication, making our advertising not look like advertising. |
| Результат | • Promoted our tourist destinations showcasing them in the most appealing way, within content our audience already consumes, at US$ 0.00. • In one of the years most affected by the economic recession, we managed to increase ticket sales by 21%. • Cost savings projection on celebrities: +US$5.2B |
| Тип медиа | Digital |
| Длина | |
| Рынок | Peru |
| Главный креативный директор | Mauricio Fernandez Maldonado |
| Креативный директор | Andrea Lozano |
| Креативный директор | Renzo Viacava |
| Арт-директор | Manuel Salazar |
| Арт-директор | Miguel Zárate |
| Редактор | Mario Torreblanca |
| Стратегический планировщик | Jhoselyn Bernal |
| Менеджер сообщества | Nicolle Meza |
| Менеджер сообщества | Alejandra Rodriguez |
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СМОТРЕТЬ ВСЕSarah
- БРЕНД:
- AMNESTY INTERNATIONAL PERU
- АГЕНТСТВО:
- Republica Havas
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- БРЕНД:
- AMNESTY INTERNATIONAL PERU
- АГЕНТСТВО:
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- БРЕНД:
- AMNESTY INTERNATIONAL PERU
- АГЕНТСТВО:
- Republica Havas