Marketing to LatAm: Detail of LAN COLOMBIA’s “Cometas” campaign – Ariadna

lan.cometas

LAN Colombia’s "Cometas" (Kites) campaign was developed by digital agency Ariadna.

Ariadna is part of a holding company which includes CDI INTERACTIVE (center for development and innovation), DIGITAL EYE (digital research), MAIA (media performance), DIGITAL NETWORK TRAINING (training in digital marketing), and GEA (procurement outsourcing and digital talent development).

The agency has offices in nine Latin American countries and one in Miami (USA), and works with over 120 clients in Latin America.

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LAN COMETAS

The advertising campaign was held in Colombia from August 20-26, 2012.

Campaign objectives

LAN’s goal was to generate WOM (word-of-mouth) for its brand among Twitter followers, along with content that would give it visibility on YouTube.

Media Mix

LAN COMETAS was launched through outdoor ads in Simon Bolivar Park, in Bogota, on social media (Facebook, Twitter, and Youtube), and also included a BTL advertising element: kites for delivery, and kites with giant messages and lettering for sky greetings.

donapulga

 

paomorales

Investment

Juan Camilo Villegas, head of Marketing for Ariadna Colombia, told Portada that there was no additional investment in media ads "because it was a viral “guerrilla”, plus "Bigital" (BTL + Digital) campaign. Total dollar investment in the campaign was $11,282. 12, according to data provided by Ariadna to Portada.

Investment by Media

COST in USD

% OF INVESTMENT

VIDEO: PRODUCTION AND POST PRODUCTION

$2,463.61

21.84%

LETTTERING FOR GREETINGS ON LAN KITES

$839.87

7.44%

FLYING OF GIANT KITE WITH MESSAGE

$327.55

2.90%

KITES PRODUCED FOR DELIVERY

$3,919.38

34.74%

BTL (PROMOTERS AND PERMITS FOR SIMON BOLIVAR PARK)

$3,731.71

33.08%

TOTAL

$11,282.12

100.00%

Results

Total reach of all posts: 179,663 people.
Approximate number of visitors to Simon Bolivar Park on the day of the campaign launch: Over 60,000.

Twitter:
Users impacted: More than 530,000, with an increase of 6,000 followers for the brand during the day of the event.

Facebook:
Users impacted: Over 2 million.

Social media in general:
Positive conversation around the LAN brand increased by an estimated 19%.

 

Translation: Candice Carmel


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