Aeromexico - DNA Discounts

The brand developed an action that integrated what Americans are proven to love: discounts, with what those southern Americans claimed they hated: Mexico.

Aeroméxico created DNA Discounts, a promotion that gave discounts to Americans based on the results of their DNA tests. The more Mexicans they were, the more discount they got. People could get free DNA tested by 23 and ME. On these tests, there's is a category called "Native American-Mexico" which shows the percentage of Mexican DNA; once people received the results they were able to exchange their percentage of Mexican DNA, for a corresponding discount on any Aeromexico ticket to any destination in Mexico.

Outcome

-The video went viral with more than 25 M views the first week on different social media platforms.

-The sales of Aeromexico tickets from the United States to Mexico had a historical increase of 33.7%.

-The top of mind of the brand and spontaneous recall reached 91% historical peaks.

-Only 4% negative feeling which is totally unusual, especially in an airline conversation.

-166 countries of the world spoke and debated the campaign.

-More than 1.6 billion impressions.

-Most of 1 billion reach.

-The campaign was commented and shared by millions of people including political analysts, journalists, activists, celebrities, marketing influencers and even former Mexican President Felipe Calderón.

The campaign also proved to be something people felt identified and could relate to, becoming a statement to support and stand against the contextual political controversy.