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
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.