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2020 GOLD SMALL BUDGETS - SERVICES - GRAND CONTENDER
UNITED STATES
John Raúl Forero, CCO Ogilvy Latina Mariana Cárdenas, Head of Planning
SUMMARY
U.S.-to-Mexico Aeromexico ticket sales suffered in the face of several challenges: growing anti-Mexico rhetoric in the U.S. stalled American tourism in Mexico; Americans who were traveling to Mexico chose U.S.-based airlines over us; and those competitors spent $128-$284M while we lacked a budget to reach the American audience. Despite zero paid media spend, our shocking, newsworthy video garnered 1.6 billion impressions. More importantly, we increased daily revenue 185.8% after the campaign went viral while promoting our brand’s positioning statement: There are no borders within us.
