DNA Discounts
Award: Wood Pencil
Wood Pencil / Direct / Direct Product & Service / 2019
Aeromexico developed a specific action for a specific audience in order to change the fact that most of their income came from flights from Mexico to US but not the opposite.
DNA DISCOUNTS: traditional promotion became a revealing reward
We approached Southern Americans and developed DNA tests powered by 23andME We shocked them by unveiling their percentage of Mexican DNA (category “Native American-Mexico¨) And offered them exclusive discounts to fly to Mexico assigned by matching their results
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