CLIENT CAMPAIGN : MIAMI AD SCHOOL
ROLE: STRATEGIST
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The Ask: Lifemiles is a loyalty travel program launched by Avianca Airlines. Avianca wants to launch a campaign that drives more sign ups for the LifeMiles program in the US market.
The Key Finding: Card holders value spending money on experiences rather than materialism.
The Idea: Life isn’t about having more. It’s about experiencing more.
The Solution: Build a digital-first campaign around turning routine into adventure, throwing light on how the most day-to-day experiences can lead to your next adventure.
BACKGROUND RESEARCH
People love traveling, but they love redeeming the miles on their travel credit cards more.
STRATEGY BREAKDOWN
CHALLENGE
The human truth about our audience that built our campaign: Zillenials value experiences over materialism. We decided to dive deeper into what the word “experience” means to our audience through a mood board curated through social listening.
CAMPAIGN EXECUTION
Key Visual
How do we differentiate and position LifeMiles within a saturated market of travel credit cards in a way that:
Appeals to a new audience that values maximizing rewards and unique travel experiences?
Underscores the card’s bonus miles upon sign-up?
Out of Home
Placements
In-App Daily Reminders
Strategy: Auggie Majeske and Akhila Penumaka || Art Direction: Josh England and Hannah Christianson