| Title | Tourist Comments |
| Agency | Havas Peru |
| Campaign | Tourist Comments |
| Advertiser | Sky Airline |
| Brand | Sky Airline Peru |
| Date of First Broadcast/Publication | 2023 / 7 |
| Business Sector | Transport, Travel and Tourism |
| Tagline | How we hijacked YouTube entertainment content to promote our destinations for free |
| Story | YouTube, the ultimate entertainment hub, is where people binge on everything. And we noticed that the most popular videos are often shot in beautiful places that are easily reachable via Sky Airline. For an entire day, we hacked the comment section of the most popular YouTube videos, mentioning the exact minute a tourist destination appeared and inviting users to fly to those cities with Sky Airline. So, we showcased our destinations in the most appealing way, in content featuring big-name celebrities that our audience already consumes, at no cost. |
| Philosophy | We identified our audience and cross-referenced data based on their preferences on YouTube. This process led us to discover the most popular videos for them, showcasing tourist destinations that are easily accessible thanks to Sky. As a result, we found the most appealing content for them—content they already consume, featuring our destinations in the best possible way. Then, we realized we could promote our destinations for free by being in the only place YouTube doesn't charge: the comments section. |
| Problem | 2023 was one of the years most affected by the economic recession in Peru. So, how could a low-cost airline, operating with an already tight budget, compete with major airlines boasting large budgets at a time when everyone was fighting to be heard? The answer lies in being present in the exact type of content our clients already consume and creating an appealing promotion. This involves emphasizing not only the offer itself but also the form and media used for its communication, making our advertising not look like advertising. |
| Result | • Promoted our tourist destinations showcasing them in the most appealing way, within content our audience already consumes, at US$ 0.00. • In one of the years most affected by the economic recession, we managed to increase ticket sales by 21%. • Cost savings projection on celebrities: +US$5.2B |
| Media Type | Digital |
| Length | |
| Market | Peru |
| Chief Creative Officer | Mauricio Fernandez Maldonado |
| Creative Director | Andrea Lozano |
| Creative Director | Renzo Viacava |
| Art Director | Manuel Salazar |
| Art Director | Miguel Zárate |
| Editor | Mario Torreblanca |
| Strategic Planner | Jhoselyn Bernal |
| Community Manager | Nicolle Meza |
| Community Manager | Alejandra Rodriguez |
More Work
SEE ALLSubtitles (Spanish)
- BRAND:
- English Excellence
- AGENCY:
- Ogilvy Peru
Subtitles
- BRAND:
- English Excellence
- AGENCY:
- Ogilvy Peru