Every year there are people who have to travel on two significant dates when no one wants to be alone: Christmas and New Year’s Eve. Our client, TAM, Brazil’s largest airline, wanted to do something special for its passengers traveling on these loneliest flights of the year, so they would never forget the experience of flying with TAM.

One of TAM’s values is caring about those who choose to fly TAM. Making a direct campaign to each passenger in such special flights is a demonstration of how much TAM truly cares about them. The action took place on domestic flights on the evenings of December 24 and 31, 2014, and targeted passengers who had to spend these holidays away from their families inside an aircraft. The first step was to secretly invite our passengers’ family members to perform in the aircraft safety videos. Then, each video was aired on the respective flight, surprising the passengers who were traveling on the loneliest flights of the year. To keep their memories alive, we emailed each passenger a video telling the full story, which was shared by 91% of them.

The campaign hit more than 150 press headlines, and its full story video reached more than 1.3 million views on YouTube. The video was also published on Facebook and had an organic repercussion: over 800,000 views, 40,000 likes, 5,000 shares and 98% of positive comments, all in an industry where everyone uses Facebook to complain about services. And furthermore, thanks to the Family Safety Instructions activation, consumer airline satisfaction showed a 9% increase in January 2015 (Source: ESPM Research).