Fly Over Cyber Monday
Many items are more expensive in Chile than they are in other countries. So, during the busiest shopping day of the year, Cyber Monday, LATAM Airlines shifted conversations by inviting people to buy the products they were looking for, cheaper, somewhere else in the world.
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During Cyber Monday, Airlines not only face their direct competition, but all the retail industry as well. And that was a great brief that was full of inspiration. Then, although lockdowns were fading and borders were opening every single study showed us that people were thinking about buying products and not about traveling. So that was a great challenge to be resolved through total human experience. This is really relevant, because every brand usually uses Cyber Monday to shout out offers and discounts and try to sell their products, right? But instead, we managed to engage in the conversation in every relevant way with them. Because LATAM wasn't talking about their product in a direct way. And instead, we were able to engage with people talking about what they were looking for so that was I believe the component that made this campaign successful.
During Cyber Monday, LATAM Airlines doesn't compete only with other airlines – they compete with the whole retail industry. After two years of lockdowns, and price differences from exchange rates and taxes, we invited people to buy the products they sought online in destinations where they were cheaper…all while reconnecting with experiences they lost out on due to Covid lockdowns.
We targeted very specific ads (Google Ads, banners, Twitter) to people who were looking for diverse products, showing them they could travel somewhere else to purchase them and enjoy a travel experience for the same price -- or even cheaper than buying the product itself in Chile.
Thanks to retargeting and real-time conversations on social media, we were able to connect with people in a relevant way, by talking about what they were actually looking for and not our product.