GETAWAYS FROM THE AFTERLIFE

ClientVUELING
Category B05. Use of Broadcast
TitleGETAWAYS FROM THE AFTERLIFE
Product/ServiceHALLOWEEN PROMOTION / 25€ DISCOUNT
Entrant McCANN BARCELONA, SPAIN
Idea Creation McCANN BARCELONA, SPAIN
Production ATHENEA HARRINGTON RUEDA Madrid, SPAIN
Credits
Name Company Position
MARTA LLUCIA McCann Spain Executive Creative Director
XAVI GIMENO & FERNANDO ALCÁZAR McCann Spain Creative Directors
RUBÉN PAZOS McCann Spain Copywriter
LAURA GRANDÍO McCann Spain Art Director

The Campaign

We had a big challenge: connect with young people through a very old media: The Radio The idea of the campaign was to create a special promotion for Halloween using psychophonies (recordings of scary sounds from the afterlife) in a very spooky way: using the Shazam app to decode the psychoponies and discover hidden flight discounts.

Creative Execution

We broadcasted the psychophonies (recordings of scary sounds from the afterlife) on the leading radio stations in Spain over two days. The programme presenters told listeners to have the Shazam app loaded and opened to decode the psycophonies in order to capture the promo code.

Results

The results were amazing! In just two days of campaign we achieved: The best radio results in the history of Spain using Shazam In less than 48h, more than 27.500 people used shazam to decode fly discount promotions. 67% of which were between 18 and 24 years old. But most importantly, we let the voices from the beyond speak to us clearly once and for all.

It is relevant because we have been able to innovate in a traditional and saturated media such as radio. In a media that barely leads to action, we can use a digital platform like Shazam, to impact and generate traffic to get a discount on the Vueling site of 27,5K users in less than 48h.

In order to connect with young people, we decided to create a campaign during Halloween. A foreign tradition that is mainly celebrated among young people. As well, we realized that we needed to do something very innovative and original in Radio in order to engage this target. Moreover, they are the target group with the lowest budget to travel. So we decided to focus the campaign using a discount promotion, the best way to motivate youngsters to fly with us.