AeroMexico - DNA Discount

AeroMexico has a track record of turning the challenge of Donald Trump’s desire to build a wall between the USA and Mexico, into a marketing opportunity.

For example, in 2016 it launched a gritty ad called “Fronteras” (borders), which talked about the futility of artificial barriers that keep people apart.

It’s latest campaign, launched in January, looked at why some Americans don’t want to travel to Mexico due to some of the misconceptions they have.

A campaign created by Ogilvy, saw the airline going to a town in Texas, and telling residents some surprising facts about themselves via DNA testing kits - namely that most of them in fact has at least a small % of Mexican heritage.

Those percentages were then translated into discounts on AeroMexico tickets to Mexico, so if you were found to have 25% Mexican heritage, you got a 25% discount.

With the campaign being both extremely topical and creatively different, it ended up getting a lot of pick-up on social media and in the press over January.