Brandformance Strategy

Understanding the emerging digital trends, especially on TikTok and Instagram, we identified a renewed public interest in analog and retro experiences, such as photography and simpler, more popular art styles. From this, aiming to engage consumers and awaken local pride, we directed the campaign towards a typically Brazilian visual aesthetic to promote the attractive offers on LATAM's website, as well as the redemption of products with points through the LATAM Pass Shopping, using the nostalgic format of fair posters.

The strategy involved the dissemination of posters with vibrant design and colors, both online and offline, throughout the month of November, aiming to prepare and engage consumers for Black Friday. In parallel, we collaborated with Filipe Grimaldi, a renowned artist and influencer in the art of painting popular Brazilian signs, to create authentic content and share it on social media. Expanding the campaign's reach, two in-person actions were implemented:

• Black Friday at the Market: LATAM promoted offers in open markets, such as the traditional Pacaembu market, using posters alongside local products to communicate travel destinations popular among Brazilians.

• Sound Car: Drawing inspiration from a common practice in the countryside of São Paulo, where vehicles announce products door to door, LATAM adopted this approach to publicize its Black Friday offers, mixing retail language with the advantages of traveling with the airline.

Implementation Strategy

Insights and Approach

Highlight the company's special offers and encourage traffic to the official website (latam.com), aiming for a substantial increase in airline ticket bookings, which is considered the most important sales date of the year.

Brief Objective

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