Natura Cosmetics: UNFORGETTABLE FLIGHT

Credits & Description:

Advertiser: NATURA
Agency: PERALTA COMUNIÇACÕES
Category: Best Use of Special Events and Stunt/Live Advertising
Advertising campaign: UNFORGETTABLE FLIGHT


Strategy
For Valentine’s Day, the period during which the brand handles its highest sales volume, we developed an action focused on the concept of Amó: true love isn’t perfect; it’s built on lovers’ gestures. The insight: idealized love only exists in movies. Amó values real love and invites couples to set their relationships in motion. It doesn’t determine ideals — it simply inspires people. The action: through a partnership with one of Brazil’s top airlines, we reunited couples that live apart. The action started on Facebook, where users could write love messages to their partners. The authors of the best messages got free tickets to send to their beloved ones as gifts. During the flight, a surprise: the captain announced the participant’s name and the love message was played back with the voice of his/her beloved one. The reaction of the participants during the flight became a video to advertise the action.

Execution
By showcasing lovers who live apart and offering them the chance to reunite, we reinforced the main proposition of Amó: relationships are not perfect (distance) and depend on the gestures of each person (taking an active role). The media goal was to make a viral action possible within the context of the brand. In a pioneering move, we used the most important medium available onboard — the captain’s voice — to engage all passengers, especially the one for whom the message had been written. The media effort started on the Internet (Facebook) and generated great engagement and expectation. Then, it was extended to TV through a cable show that is strongly connected to the whole idea: an emotional show featuring real stories of airport situations, with people waiting for someone to arrive or saying goodbye to someone who’s leaving. The footage taken during the action was even featured on the show.

Effectiveness
The result was the largest viral campaign in the history of the advertiser. The video of the action had more than 2.4 million views. The post on the brand’s page on Facebook had a record number of 'Likes' and 'Shares' among fans; it was shared more than 6 thousand times. The action fully reflected the concept and the positioning of the brand and managed to integrate online, promotion, onboard media and engagement.