Title	OWN BOARD MAGAZINE
Brand	TAM AIR LINES
Product/Service	AIR LINES COMPANY
Category	B01. Use of Social Platforms
Entrant Company	FCB MILAN Milan, ITALY
Advertising Agency	FCB MILAN Milan, ITALY

Name	Company	Position
Fabio Teodori	Fcb Milan	Executive Creative Director
Gianluca Belmonte	Fcb Milan	Associated Creative Director/Copywriter
Michele Costante	Fcb Milan	Art Direcotor
Giorgia Francescato	Fcb Milan	EVP/client director
Agnese Salvatore	Fcb Milan	Account Supervisor
Cristina Nardi	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
Nicoletta Prada	Fcb Milan	Production Manager

Brief Explanation

• The purpose of this project was to show how much Tam Airlines knows their passengers and what makes them happy and to point out the uniqueness of its approach to details and customer service. • From a Tam research, we know that the average time of reading for on-board magazines is a mere 3% of the flight, and less than 11% remember what they read. • Turning an overlooked service into something relevant for customers was Tam’s way of showing its personal approach and attention to each passenger.

Results and Effectiveness

- The campaign worked on changing the attitude of passengers towards the on-board magazine:100% of them took their Own Board Magazine home. This had never happened with the regular on-board magazine. The average time of reading increased by 1200%, demonstrating the power of a personal approach to consumers.

Creative Execution

- In this campaign, the media is the idea. Reinventing it was the key to the success of the operation.

Insights, Strategy and the Idea

The target audience included all the passengers flying with Tam Airlines from Milan (Italy) to São Paulo (Brazil) in the eighth anniversary of the route.