VALENTINE'S FLIGHT by ALMAP BBDO Brazil for Gol Linhas Aereas

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Industry Airlines
Media Print, Magazine & Newspaper
Market Brazil
Agency ALMAP BBDO Brazil
Creative Director Andre Kassu, Marcos Medeiros, Luiz Sanches Jr.
Art Director Renato Fernandez, Guiga Giacomo, Luciana Haguiara E Sandro Rosa
Copywriter Marcelo Pignatari, Ricardo Wolff, Luciana Haguiara Almapbbdo
Released June 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Product/Service: GOL LINHAS AEREAS
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Marcos Medeiros (AlmapBBDO)
Creative Director: Andre Kassu (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Art Director: Renato Fernandez (AlmapBBDO)
Art Director: Guiga Giacomo (AlmapBBDO)
Copywriter: Ricardo Wolff (AlmapBBDO)
Copywriter: Marcelo Pignatari (AlmapBBDO)
Copywriter: Luciana Haguiara (AlmapBBDO)
Art Director: Sandro Rosa (AlmapBBDO)
Media placement: Online Media - Internet - June 12th 2011

Describe the objective of the promotion.
GOL Airlines might be the people's company in the air, but its far from being on the web. Our objective: raise GOL's popularity on Facebook as soon as possible.

Describe how the promotion developed from concept to implementation.
The Valentine’s Flight turned a customary holiday into an epic online event. Here’s how it worked: we divided the Valentine's Flight into several images with empty seats, and uploaded each image into GOL's Facebook page. The first users to the see the image and type the empty seat numbers, won a pair of return tickets to any of GOL's destinations.

Explain why the method of promotion was most relevant to the product or service.
Being an airline company, GOL knows that a trip is the most romantic Valentine’s gift one can get. Therefore Valentine's Day was a perfect opportunity to bring consumers and the brand’s main product together.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In less than 3 days GOL's Facebook page jumped from 12,300 fans to over 200,000, becoming No.1 in the airline category.