Increase ROI up to 27 pesos per every 1 peso spent, which was our average ROI during 2016.
El Buen Fin (Mexican version of Black Friday) is an initiative that has boosts the Mexican economy by offering consumers the most aggressive promotions during one weekend each year, however it has always been led by retail categories because people like buying things, at least they think so.
During this weekend more than 12,000 brands surrounds us at all time enforcing the idea that happiness is a matter of buying the last iPhone, driving the fastest car, wearing the trendiest clothes and posting status updates on the latest high tech devices. Everywhere we look we are inundated with the same message: BUY!
While buying a new gadget or a bigger TV may be satisfying or thrilling for a short while, the thrill always fades away and we find ourselves back in the same place seeking the next purchase to keep feeling going.
But in Aeromexico we believe there is a better way to spend money and keep that feeling alive, stop buying stuff and start buying experiences.
Clothes & Shoes represents 34% of the purchases during the Buen Fin while Home Appliances hold the 21% and TV screens an 11%. The price of these products is equivalent to plane tickets to the most impressive places in Mexico and the world.
But how could we communicate this to our consumers in the 4 most competitive days of the year with all the media overflowing promotions?
We created strong copies that stated in an emotional way the value of buying experiences over material possessions, for example:
• Entertainment is measured in miles, not inches.
• Update your experiences not your cell phone.
• Fall in love with Paris, for the price of a professional camera.
To maximize our budget we needed to focus on our high value audiences, those in-market users ready to spend their money in electronics, home appliances, video games and clothes. In order to stand out from our competitors and the buzz of the thousands of price discounts on all media channels we launched the first ever all media personalized campaign in the history of Mexico and Latin America.
We used our most effective purchase intent audiences from retail categories and a DCO (Dynamic Creative Optimization) technology to impact clothes, smartphones, cameras, Smart TVs and video games intenders with personalized ads in a very effective digital programmatic campaign. We told Smart TV intenders that “Entertainment is measured in miles not in inches”, smartphone intenders “Update your experiences not your cellphone”, camera intenders “Fall in love with Paris, for the price of a professional camera” and so on.
To expand the reach we used our DMP (Data Management Platform) to identify the DOOH locations and day parts with the highest exposure to each of these intenders enabling us to deliver personalized ads to each of our high value audiences. We were able to identify the optimal DOOH locations and day parts by triangulating the data from mobile devices surrounding each of the locations and activating a highly relevant programmatic DOOH campaign.
We analyzed several data variables from the STB (Set Top Box) such as viewership and geographical location to activate the first Addressable TV campaign in Mexico and Latin America, for the first time we bought audiences instead of programs and were able to reduce the waste by delivering personalized ads in TV to our high value audiences.