“TURN ROUTINE INTO ADVENTURE”

ROLE: STRATEGIST

The Challenge: Lifemiles is a loyalty travel program launched by Avianca Airlines. Avianca wants to drive more sign ups for the LifeMiles program and credit card in the US market.

  The Finding: Nowadays, card holders value spending money on experiences rather than materialism. Our audience is also the most financially smart generation to exist.

The Insight: We feel alive when the smallest spending leads to the greatest adventures.

 The Solution: Build a communication campaign around turning routine into adventure, throwing light on how the most day-to-day experiences like exploring a new coffee shop or buying a new book can lead to your next adventure.

STRATEGY

Breakdown of strategy used in campaign

Zillenials value experiences over materialism

2 KEY FINDINGS

TARGET AUDIENCE

ZILLENIALS AGED 27-36

Careers: Digital Media Director, income range of 80-120K, wakes up around 7am and has a set routine before work

Values: Work-life balance, cost-conscientious, experiences over material items, culture curious

Traits: Adaptable, resourceful, reward seeking, and constantly crave adventure

Goals: Want to live a well-rounded lifestyle, spend more quality family-time, & maximize their traveL

MOBILE APP NOTIFICATIONS

THE INSIGHT

THE STRATEGIC IDEA

CREATIVE EXECUTION

Zillenials are the most financially smart generation

We feel alive when the smallest spending leads to the greatest adventures.

Adventure isn’t about having more. It’s about experiencing more.

OOH 2: AIRPORT TERMINAL

OOH 1: Subway Station