DNA Discounts Campaign
Aeroméxico, Mexico’s largest airline, launched the “DNA Discounts” campaign in 2018 to combat negative perceptions of Mexico and boost tourism from the United States. By offering discounted flights to Americans with Mexican ancestry, determined through a DNA test, the campaign aimed to challenge stereotypes, increase bookings, and position Aeroméxico as a brand that celebrates diversity and cultural heritage.
Campaign Overview
Campaign Background and Context :
In the lead-up to the campaign, Mexico faced negative stereotypes and political rhetoric from the United States, leading to a decline in tourism. Aeroméxico recognized the potential of this challenge as an opportunity to differentiate itself and position Mexico in a positive light.
Campaign Objectives:
Challenge negative perceptions of Mexico: Counteract negative stereotypes and promote a more accurate representation of the country.
Increase flight bookings: Boost tourism to Mexico by offering compelling incentives.
Position Aeroméxico as a progressive brand: Showcase the airline’s commitment to diversity and cultural heritage.
Generate positive media coverage: Increase brand visibility and awareness.
Target Audience
The primary target audience was Americans with potential Mexican ancestry, particularly those residing in states with significant Mexican-American populations, such as California, Texas, and Arizona.
Campaign Strategy:
DNA Testing Partnership: Aeroméxico partnered with a DNA testing company to offer discounted flights based on the percentage of Mexican ancestry identified in a passenger’s DNA.
Emotional Storytelling: A compelling video was created featuring the reactions of Americans discovering their Mexican heritage and receiving discounted flights.
Public Relations: A robust PR strategy was implemented to generate media coverage and build excitement around the campaign.
Social Media Engagement: Leveraged social platforms to amplify the campaign message and encourage user-generated content.
Campaign Execution
Campaign Impacts
The DNA Discounts campaign was a resounding success, achieving the following outcomes:
Viral Success: The campaign generated massive online buzz and media coverage worldwide.
Increased Bookings: Aeroméxico experienced a significant surge in flight bookings to Mexico.
Positive Brand Perception: The airline’s image was elevated as a progressive and inclusive brand.
Economic Impact: The campaign contributed to the Mexican tourism industry’s growth.
Industry Recognition: The campaign received numerous awards and accolades.
Impact and Results
This Campaign achieved outstanding results. Within the first week, the campaign garnered 25 million views and led to a historic 33.7% increase in sales. It significantly boosted the brand’s top-of-mind awareness to 91%. The campaign also drove a 214% increase in searches for tickets to Mexico from the U.S. and a 321% rise in Americans searching for vacations in Mexico. Overall, the campaign reached over 1 billion people and generated 1.6 billion impressions. It was addressed and debated in 166 countries, highlighting its global impact and widespread reach.
Lessons Learned
Innovative Product Design: Creating a product that solves a real problem (limited space for gatherings) can significantly enhance consumer engagement.
Targeted Marketing: Focusing on the specific needs and lifestyles of the target audience (young urban dwellers) can drive campaign success.
Leveraging Events: Tying the campaign to a major event like the FIFA World Cup helped in capturing the attention of the target audience.
Effective Use of Social Media: Utilizing social media and livestreams can create immediate buzz and drive sales.
