CLIENT: LATAM Airlines
INDUSTRY: Travel, Tourism & Hospitality
CAPABILITIES: Campaign, Creative, Digital Strategy & Marketing, Brand Building, Digital Production, User Experience Design
The Olympics is about breaking barriers. About going where no one has gone before. About always taking dreams a little further. And that is exactly what our E/OU-MRM São Paulo team did in our 2016 Olympic “Dream Further” campaign for LATAM Airlines.
Already an official sponsor and torch carrier for the 2016 Olympics, LATAM Airlines needed to spread the word about having the largest route network in the region. And we knew just what to do. We created a campaign that celebrated the achievements of great athletes from 13 countries in the region, including Argentina, Aruba, Bolivia, Brazil, Chile, Colombia, Cuba, Ecuador, Mexico, Paraguay, Peru, Dominican Republic and Uruguay. Each time one of these athletes achieved their dream of winning a gold medal in the Olympics, LATAM Airlines offered a 20 percent discount on all flights from Brazil to the athlete’s country of origin. In the event the athlete was from Brazil, the discount applied to all domestic flights.
Chief Creative Officer
"We made a correlation between the dream of winning a medal and the dream of traveling. Both are great experiences that mark a person’s life forever."
For each golden victory, LATAM Airlines shared the discount code on their Facebook and Twitter pages, so customers could take advantage of the fantastic savings. The excitement culminated at the end of the games, when the discount was then offered in all 13 participating countries, whether they earned a gold medal or not. The work creatively paired the dream of winning an Olympic medal with the dream of traveling. The message to customers: Only LATAM Airlines flies to all these destinations; only LATAM Airlines has the largest route network in Latin America.
E/OU-MRM and WMcCann developed the work in Brazil as Graphene, the agency created to serve the LATAM Airlines account all over the world. To support the campaign we developed videos, banners and social posts that ran on LATAM Airlines’ website, Facebook, Twitter and the ESPN website in Brazil.
The campaign was a huge success, earning our team a Bronze Effie at the 2016 Effie Awards Brazil. And, it received both national and international press coverage, including on major news sites, UOL and Veja, as well as Meio & Mensagem, Contagious and Ad Age.