Title	OWN BOARD MAGAZINE
Brand	TAM AIR LINES
Product/Service	AIR LINES COMPANY
Category	A07. Original Printed Content
Entrant Company	FCB MILAN Milan, ITALY
Contributing Company	FCB MILAN Milan, ITALY

Name	Company	Position
Fabio Teodori	Fcb Milan	Executive Creative Director
Gianluca Belmonte	Fcb Milan	Associate Creative Director/Copywriter
Michele Costante	Fcb Milan	Art Direcotor
Giorgia Francescato	Fcb Milan	EVP/client director
Agnese Salvatore	Fcb Milan	Account
Cristina Nardi	Fcb Milan	Production manager
Nicoletta Prada	Fcb Milan	Production Manager
Simone Simola	Fcb Milan	Digital Produciotn Manager
Camillo La rovere	Fcb Milan	Digital Senior Developer
Luca Paulotto	Fcb Milan	Digital Senior Developer

The Campaign

To celebrate the eighth anniversary of the direct route from Milan To São Paulo, Tam Airlines created a special issue of its on-board magazine, called the Own Board Magazine. This special magazine uses the informations provided by a facebook connect, made by passengers during the online purchase process, to create customized content fitting each passenger’s preferences and interests. Each magazine was created and printed between the Facebook connect and the takeoff.

100% of the passengers took their magazine home, versus the usual 0%. The average time of reading during the flight went up from 3% to 1200%.

This campaign creates an evolution for the entertainment of the on-board magazine, changing the usual content into something totally different, developed around each passenger’s preferences and making every copy of the magazine as unique as its owner.