Vueling is a young and innovative airline that operates across Europe. During the autumn, Vueling communication motivates people to run away a few days to a different destination in Europe. The company usually addresses its communication to a large target, people from 25-54. But this time the client wanted to create a campaign for young people, understanding the importance of doing a segmentation campaign to connect with them. Vueling wanted to avoid youngsters to switch to a different airline, by talking directly to them. The objectives of this campaign were: raise awareness and generate engagement among the youngest target (people from 18-24) during the autumn season. And there was something else. The media we were supposed to use for the campaign were already determined by the media agency. The media chosen was the radio. We had a big challenge: connect with young people through a very old media: The Radio

The idea of the campaign was to create a special promotion for Halloween using psychophonies (recordings of scary sounds from the afterlife) in a very spooky way: using the Shazam app to decode the psychoponies and discover hidden flight discounts.

We broadcasted the psychophonies (recordings of scary sounds from the afterlife) on the leading radio stations in Spain over two days. The programme presenters told listeners to have the Shazam app loaded and opened to decode the psycophonies in order to capture the promo code.