Campaign created by 11:11 recalls “wrong” and fun phrases
Copa Airlines, one of the main airlines in Latin America, celebrates the launch of a profile dedicated to the Brazilian market on Instagram – the first of the brand aimed at a single country and separated from the global one – with a campaign that brings good humor and the peculiar connection of Brazil with Latin countries as a central element. Created by 11:11, the communication is inspired by “portunhol”, a colloquial language that helps Brazilian tourists to communicate immediately in regions where Spanish is the original language.
The action plays with the traditional phrases said by Brazilians when they travel and want to demonstrate all their “knowledge” about the language. Thus, the pieces show phrases such as “Two coffees de la manna in my room please”, “I’m going to pay with a credit card” or “I have a reservation for my family”.
Due to the similarity between the languages, Brazilians imagine that it is enough to change a word or another of the sentence to Spanish, without taking into account the grammar. your role.
In all cases, the films show, right after the quotes, the campaign concept: “We already understand each other. But now we speak the same language”, presenting the brand’s new Instagram address: @copaairlinesbr. The action consists of pieces for digital, in a total of five films, and advertisements appearing in the Copa Airlines magazine.
“I am extremely happy to be part of this moment for Copa Airlines in Brazil, with the collaboration of 11:11. The campaign is simple but charming, highlighting that it doesn’t take much to make an impact and establish a genuine connection with the public. It is a very important communication channel and will play a fundamental role in strengthening our relationship with Brazilians: they will be able to follow the company’s news, new destinations and promotions, in addition to registering their travel experiences”, comments Valeria Padilla, Copa Airlines marketing manager.
