Tam Airlines: "CHRISTMAS PROJECT" Promo / PR Ad by Y&R

Category: Event and Field Marketing
Advertiser: TAM
Product/Service: AIRLINE
Agency: Y&R
Date of First Appearance: Dec 23 2009 12:00AM
Entrant Company: Y&R, São Paulo, BRAZIL
Vice President Creative: Marco Versolato (Y&R)
Creative Director: Alexandre Vilela (Y&R)
Creative Director: Felipe Gall (Y&R)
Copywriter: Igor Cabo (Y&R)
Art Director: Jose Neto (Y&R)
Media placement: Airport - Check In - 23 December 2009

Describe the objective of the promotion.
TAM is famous for its red carpet, flight captain at the door and other small actions that demonstrate good service, and above all, care for the passengers. Create a Christmas campaign using this positioning and a low budget.

Describe how the promotion developed from concept to implementation
The action took place in 68 airports in Brazil and abroad, on December 23, 24 and 25. Passengers only found out when checking in. To enable this, we created counter displays, baggage stickers and a training video for the company’s employees. We also installed cameras to capture the passenger’s reactions and comments. We transformed these images into a promotional film for the company.

Describe the success of the promotion with both client and consumer including some quantifiable results
With just U$ 29.500 investment: - We impacted more than 172,000 people at airports and 35,000 via Twitter - The video had more than 25,000 views on YouTube - And the most important: the customer’s comments

Explain why the method of promotion was most relevant to the product or service
For two reasons. First, it is at Christmas that the airports receive their biggest number of passengers; therefore it is the perfect time to reach the largest number of people with an action. Second, because this is the time when passengers pay more excess luggage. After all, everyone is carrying gifts.