Low Cost Zone

By Grey Chile, Santiago, Chile

For Sky Airline Brand Sky

Highly Commended in category Direct

In subcategory Consumer Marketing

Project Description
Nowadays, airlines offers are too similar to one another. This context pushes the brand to be in an actively search of new ways to promote its Low Cost model, and the shopping tourism insight was perfect to bring to life this strategy. Low Cost Zone is much more than a brand’s activation, since it is an alignment of the right economic and cultural context in Argentina, with the right technology and a target that is ready to fly and has a clear reason to do it.
The SKY Low Cost Zone is the place where Argentinians could buy tickets with Chilean prices, in Chilean territory, but without leaving Argentina. Crazy? Not really, since the Chilean embassy’s territory is legally Chilean, so, it had to have low prices as Chile does. We decide to use technology to convert the embassy in the cheapest place to buy tickets to Santiago in Argentina.
Agency Solution
We tracked the perimeter of the Chilean Embassy in Buenos Aires with Beacon technology, that sent notifications to the nearby people’s smartphones when they were close to the embassy.
The week before the action, we activated a digital campaign through rich media banners, and social media to attract the Argentineans in Buenos Aires to the Chilean Embassy, so as to obtain tickets with Chilean prices. As they got closer, their phones guided them through GPS, showing the route to the embassy in real time. Finally, the consumer followed the map and once inside the “Chilean” territory, the prices were lower. When they went “out of Chile”, returning to Argentina, the prices were higher.
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