Objective: Show the 22 year history of the TAM Fidelidade program and benefits.
Opportunity: Many TAM customers shared their special stories involving the airline company.
Idea: Production of a video with a chef cooking with TAM Fidelidade clients, to be shared on social networks. Distribution of Red Velvet cupcakes (colors of the TAM Fidelidade brand) in airports.
About the project
Creation of an advertising action to celebrate 22 years of the TAM Fidelidade loyalty program of TAM Airlines.
With an emphasis in generating exciting content to be shared on social networks, Carol Fiorentino, a renowned YouTube personality in Brazil, baked a special batch of cupcakes to be distributed at airports for the campaign. Red Velvet cupcakes were chosen to reflect the colors of the TAM Fidelidade brand. The baking of the cupcakes was filmed to be released on social media networks, shared with TAM Airlines company customers and baking enthusiasts. For the video, two TAM Fidelidade customers were asked to share their special stories. Both were existing TAM customers for over 20 years; José Bento de Souza was one of the first registered in the loyalty program, and Marcos Beline met his wife in the VIP room of TAM.
On the anniversary day, cupcakes were served at the São Paulo International Airport (GRU), calling the attention of existing customers and non-customers to the airline and its 22-year tradition in the loyalty program.