In an unprecedented action, LATAM has just become the first airline to hold a Leader’s Test at ‘Big Brother Brasil’. The company chose one of the programs with the highest audience and engagement in the country to get even closer to the Brazilian public and generate more brand identification, reinforcing its domestic and international connectivity, its portfolio for a complete trip, including an immersion in the program LATAM Pass loyalty card.
Amira Ayoub, Head of Marketing at LATAM Brasilstates:
“It is a source of great pride to know that, once again, LATAM is at the forefront as the first airline to hold a Leader’s Test in the history of Big Brother Brasil. This reinforces the brand’s proximity to the Brazilian public and highlights our competitiveness in offering customers everything they need for their trip.”
How was the LATAM Leader’s Test?
The unprecedented action by LATAM that aired on reality this week and was developed in partnership between Globo and the agency Graphene by IPG (WMcCann + MRM) and featured a 3-phase circuit.
In the first phase, the brothers needed to find six important destinations for the company (Rome, South Africa, Los Angeles, Miami, Fortaleza and Rio de Janeiro) in the shortest possible time, in a memory game that simulated the company’s website. The first four participants who scored 3 points moved on to the next phase.
When advancing to the second stage, the brothers needed to complete the trip with the benefits available on the company’s website, putting together a puzzle with pieces that represented the services available to enhance the travel experience: flights, ticket + hotel, hotel reservation , car rental and travel insurance. The first two brothers who assembled the puzzle exactly with the colors and the order of the template in the shortest possible time had an advantage.
After securing their tickets and completing the trip, the brothers and sisters who went on to the last stage of the test plunged into a pool of balls representing LATAM Pass points, to find, in the shortest possible time, the five cards that presented the program of official LATAM loyalty:
1. To start, register for the LATAM Pass;
2. Transfer the points you may already have from your credit card;
3. Collect new points through shopping and travel;
4. Don’t let your points stop, redeem tickets, products and services;
5. LATAM Pass: here your points are worth more.
Throughout the circuit, Sarah Aline was the one who performed all the stages with greater agility, being the winner of the race. In addition to being the new leader of the most watched house in Brazil, she won 1 million LATAM Pass points to exchange for trips, services or products. The other participants were also awarded 100,000 LATAM Pass points each.
Lightning discount airline tickets
During the program, viewers also had the opportunity to take advantage of some lightning offers from Mega Promo LATAM, the biggest promotional campaign of the airline in the country, which started on Tuesday (11/4) at noon and will run until next Sunday (16/4) at 23:59.
Those following the leader’s race were surprised with LATAM air tickets between São Paulo/Congonhas and Rio de Janeiro/Santos Dumont for just R$100 or 1,475 LATAM Pass points + R$39.93. And direct flights from Fortaleza to Miami for just R$2,299* (round trip, taxes included) or R$63,994 + R$450.54. In addition, during this Tuesday’s Big Brother Brasil commercial, LATAM aired a film with the player Marta, the brand’s Global Diversity and Inclusion Leader, inviting the public to check out the Mega Promo on the brand’s website.
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