TAM Airlines: The ownboard magazine
Media Type:
Film
Brand
Agency
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Industry:
Onboard (inflight) magazines are boring, that’s universally acknowledged. And most people don’t really read them.
TAM Airlines decided to change this behavior by creating The OwnBoard Magazine.
Thanks to a Facebook Connect during the purchase process, such information as likes, preferences, interests, and social activity was turned into customized content to make this magazine different from passenger to passenger.
Each copy is unique, from the cover to the last page. As a result, 100% of passengers decided to take the magazine with them after the flight and the average reading time during the flight increased by 1,200%.
Credits
Advertising Agency:
FCB, Milan, ItalyChief Executive Officer:
Franco RicchiutiExecutive Creative Director:
Fabio TeodoriAssociate Creative Director / Copywriter:
Gianluca BelmonteArt Director:
Michele CostanteAccount Manager:
Agnese SalvatoreAV production manager:
Cristina NardiPrint Production Manager:
Nicoletta PradaDigital Production Manager:
Simone SimolaChief Creative Officer:
Luis Silva Dias
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