GETAWAYS FROM THE AFTERLIFE
| Title | GETAWAYS FROM THE AFTERLIFE |
| Brand | VUELING |
| Product/Service | HALLOWEEN PROMOTION / 25€ DISCOUNT |
| Category |
B03. Use of Broadcast |
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Entrant
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McCANN BARCELONA, SPAIN
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Idea Creation
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McCANN BARCELONA, SPAIN
|
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Production
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McCANN SPAIN MADRID, SPAIN
|
Credits
| 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
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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
Because we innovated the way of communicating a radio promo in a conventional media, with a digital platform as Shazam.
Achieving the best results in the history of Shazam in Spain.
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.