Increase the awareness of LAN, as the most punctual airline in Colombia. The aim of the communication was to announce nationwide that LAN is Colombia's most punctual airline, since it has reached a timeliness compliance of 94%.

It's no secret to anyone that we all do zapping during TV commercials breaks. So we decided to take advantage of this behavior to deliver our message and make people verify, without having to get on a plane, that we have a compliance of 94% (Colombian Civil Aviation 2014 report).

It is a high impact idea that gave Colombians a solid option of punctuality for their air travel. All of this using a low budget and making the communication a direct experience with the brand.

Delivering the consumer an experience, interaction and proof of punctuality of the brand (94% timeliness supported by the Colombian Civil Aviation, agency that regulates all airlines in the country) without the need to fly the airline.

After the campaign, awareness of punctuality from LAN gained 25 points, rising from 60% to 85%.

Reference was made on Media marketing groups having a wide variety of channels and important audiences to implement the creative idea, which led to facilitate and enhance the communication in each channel group, Fox Group (from Fox Channel to FX - Fox Life to Nat Geo) and VC Media (from A&E to History Channel).

Taking into account weekend audiences, a greater concentration of ads was placed on Saturdays and Sundays, which was reinforced during prime time of working days that have higher audiences and affinity, achieving marginal scope of strategy, capitalizing on the fact that Open TV loses audiences to Cable TV along all schedules.

Men and women who travel by plane for leisure and business and are tired of being disrespected. Time for them is very valuable and they hate to lose it. They want to have control of everything. That's why when a flight is delayed they get really frustrated. For them punctuality is not an added value, it’s a right. That's why it is a decision factor at the time to choose an airline. They value the brand that shows respect for them and their time.

LAN is not always their first choice to fly, and this could make them realize LAN is the best one.

Analyzing the different variables of Frequency, Cost per Impact and Scope for a strategy of simultaneous advertising on video. Cable TV offers different options of grouping channels with a variety of content, which helps us to optimize and amplify our communication to the target. All of this leveraging on consumer migration from Open TV to Cable TV nationwide, measurement after measurement (Cable TV 63% wave III 2013 vs. 66% wave III 2014 – Source: EGM - General Media Survey Colombia).