“JetSMART's launch campaign combined innovative media strategies and high-impact formats to reach new audiences and maximize results. By leveraging a mix of public space, television, radio, print, and digital advertising, we not only surpassed the brand's objectives but also achieved a 63% increase in brand awareness, over 4,190 TRPs, and more than 5.5 million impressions, firmly establishing JetSMART as the country's leading low-cost airline.”
Estuardo Ortiz Porras, CEO of JetSMART Airlines
Overview
For a launch of this scale, we needed a strong offline presence with a campaign that stood out from the ordinary while surpassing the brand's objectives. The challenge was to execute this launch with a low-cost spirit.
Target Audience:
We focused on people interested in travel and culture who do not frequently travel by plane. Many of them perceive air travel as expensive, and some have never taken a flight in their life.
Execution
We developed a strategic approach using innovative media and formats to reach the right audience.
Media Strategy:
- Public Space: High-impact formats and locally relevant locations.
- Television: High-visibility formats to maximize impact.
- Radio: A combination of reach and frequency, with localized messages for each market in 15" spot formats.
- Newspapers: Key placements with high-impact formats in leading media.
- Programmatic digital ads on top media portals in the country.
- Contextual segmentation and real-time optimization for better engagement.
This comprehensive execution strategy allowed us to effectively position JetSMART in the market while optimizing costs and maximizing results.
Results
After three months of the campaign, we greatly exceeded the brand's objectives of 3,000 TRPs and 60% coverage. This allowed us to effectively connect JetSMART, the new low-cost airline in the country, with the audience eagerly waiting for it to fly smarter together.
63%
Increase in brand awareness
4,190
TRPs
76.4%
Reach 1+
57.3%
Reach 3+
- Over 200% CTR vs. Benchmark
- 50% reduction in CPM costs compared to direct negotiation
- Over 5.5 million total impressions
JetSMART Airlines
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