Lan Promo, Case study ORIGAMI NEWS by UM

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Industry Airlines
Media Promo & PR, Case study
Market Colombia
Agency UM
Creative Director Francisco Jose Galan Ribeiro
Released January 2012

Credits & Description

Category: Best Use of Print
Advertiser: LAN COLOMBIA
Product/Service: AIRLINE
Innovation Executive: Camilo Cardozo (UM Colombia)
Creative Director: Francisco Galan (UM Colombia)
Account Director: Jaime Suarez (UM Colombia)
Account Executive: Veronica Parodi (UM Colombia)
Media placement: Print NewsPapers - ADN Newspaper - 12 January 2012

Insights, Strategy & the Idea
Insight: now I can fly easier!
In Colombia, flying is not easy due to the high cost of the tickets on domestic flights. LAN, the Chilean airline that bought the Colombian company AIRES and opened an office in Colombia in 2011, wanted to communicate its first promo of the year; tickets for domestic flights for just $ 99,000 colombian pesos including taxes. Almost 60% less than is usually worth a national ticket. Certainly is an opportunity for more people to travel and to try the new airline.
LAN asked us to show people how easy flying can be.

Creative Execution
We had a simple idea, as simple as folding a paper. We ask one of the leading newspaper in the country to do something unique. We folded the news paper publication and turned it into a paper air-plane. We delivered them the first day of the promotion and when people opened the air-plane it revealed all the information on the cover.

Results and Effectiveness
More people thought about flying, so much that the purchase of chairs increased by 51% during the promotion vs the previous year.

In less than 3 hours, we deliver a total of 40,000 newspapers in 40 key points of high traffic of the city.