Love.trip

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A GOL vem inovando no mercado aéreo brasileiro desde 2001 e lançou uma campanha pioneira no Facebook em parceria com a KLM. A campanha criou um jogo no chatbot do Facebook onde os jogadores exploravam destinos na Europa para ajudar o personagem Diego a encontrar Carmem. A campanha alcançou mais de 40 milhões de pessoas e teve mais de 20 mil jogadores em apenas 3 dias.

Internet

GOL
Desde2001,aGOLvemreinventandoedemocratizando
omercadoaéreobrasileiro.Aempresaépioneira
nodigital:aprimeiracompanhiaaéreadoBrasil
avenderpassagensonline,pioneiraaolançar
oserviçodecheck-inpelocelularentrediversasoutras
iniciativasdeinovação.
LINHASAÉREASINTELIGENTES
MISSÃO
APROXIMARPESSOAS
COM SEGURANÇAE
INTELIGÊNCIA
VISÃO
SERAMELHOR
COMPANHIAAÉREA
PARAVIAJAR,
TRABALHAREINVESTIR
VALORES
SEGURANÇA,BAIXO
CUSTO,TIMEDEÁGUIAS,
INTELIGÊNCIAESERVIR

//DESAFIOS
Poucaspessoassabemdestaparceria,deseusserviçosevantagens.
//OBJETIVOS
DivulgarqueaGOLeaKLMvoamjuntasparadiversosdestinosna
Europa,comcheck-inedespachoúnicodebagagem.
//TARGET
Homensdemulheres,18-44anos,viajantesfrequentes,quevoam
nomínimo4vezesaoano,sejaatrabalhooualazer.

Inovaçãodigitalfoiaprincipalpremissa
paraaideiadacampanha.
Afinal,GOLeKLM estãosemprea frente
dosconcorrentes,buscandonovas
soluçõesparaserviçosecomunicação.
Asoluçãotambémdeveriaserpensada
paramobile,poiséodevicequeotarget
usacommaisfrequência.

Duranteapesquisa,umdadofoidecisivo
paraacriaçãodacampanha:
82%dosbrasileiros
jogamgamesnocelular
FONTE:GAMEBRASIL,2016

Entãofizemosumlevantamentode
quaisplataformasetecnologiasamarca
poderiaseapropriar.
OptamospelochatbotnoFacebook,
umasoluçãonovanãosóentre
companhiasaéreas,masumatecnologia
recémlançadanaredesocial
comaltapenetraçãonotarget.

TRANSFORMAMOSOCHATBOT
DOFACEBOOKEMUMJOGO.
Emcadaumdos3diasdeduraçãodo
game,foiexploradoumdestinodiferente
comvideosefotosfeitosemprimeira
pessoa,priorizandooformatomobile,na
vertical,alémdedicasecuriosidadesque
promoviamumaverdadeiraimersãonos
destinoseserviçosdaparceriaGOL+KLM.

Oobjetivo dojogadoreraajudaro
personagemDiegoaencontrarCarmem,
agarotaqueeleconheceuemumafesta
eseapaixonou.Atravésdedicasepistas
deixadasporela,ojogadorexplorou
Lisboa,LondreseAmsterdam
juntocomDiego.
Aofinaldapromoção,osparticipantes
commaiorpontuaçãoganharamviagens
paraosmesmosdestinosvisitados
porDiego.

• Detalhes sobre a execução do case – livre

Love.Tripfoiumprojetopioneirotantoparaas
companhiasaéreasquantoparaoFacebook.
Paraodesenvolvimentofoinecessário
organizarumcomplexocronograma
queenvolveuGOL,Ampfy,Facebook
eoutrosparceiros.

Aproduçãodoprojetoduroumais
de2meses,econtoucomdiversasetapas:
//criaçãodaidentidadevisual;
//desenvolvimentodojogo;
//viagemde12diasparaEuropaparaproduzir 
osmateriaisaudiovisuais;
//criaçãodoplanodemídia;
//monitoramentoeotimizaçãodacampanha;
//auditoriadosvencedores

Quandoojogofoilançado,nodia13/12/16,
ademandafoitãograndequeos
servidoresdoFacebooksaíramdoar, 
algoinéditonahistóriadaplataforma.
Foinecessáriaumareadequaçãodos
servidores,paragarantiraexperiência
dousuárioeacontinuidadedapromoção.

Emapenas3diasdejogo,tivemos:
//+40milhõesdepessoasalcançadas
//+20miljogadores
//+11milhorasjogadas
FONTE:FACEBOOKINSIGHTS

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Love.trip

1. CASE LOVE.TRIP GOL AGOSTO 2017

2. A MAR CA

3. GOL Desde2001,aGOLvemreinventandoedemocratizando omercadoaéreobrasileiro.Aempresaépioneira nodigital:aprimeiracompanhiaaéreadoBrasil avenderpassagensonline,pioneiraaolançar oserviçodecheck-inpelocelularentrediversasoutras iniciativasdeinovação. LINHASAÉREASINTELIGENTES MISSÃO APROXIMARPESSOAS COM SEGURANÇAE INTELIGÊNCIA VISÃO SERAMELHOR COMPANHIAAÉREA PARAVIAJAR, TRABALHAREINVESTIR VALORES SEGURANÇA,BAIXO CUSTO,TIMEDEÁGUIAS, INTELIGÊNCIAESERVIR

4. PROBLE MA

5. //DESAFIOS Poucaspessoassabemdestaparceria,deseusserviçosevantagens. //OBJETIVOS DivulgarqueaGOLeaKLMvoamjuntasparadiversosdestinosna Europa,comcheck-inedespachoúnicodebagagem. //TARGET Homensdemulheres,18-44anos,viajantesfrequentes,quevoam nomínimo4vezesaoano,sejaatrabalhooualazer.

6. PLAN EJAM ENTO

7. Inovaçãodigitalfoiaprincipalpremissa paraaideiadacampanha. Afinal,GOLeKLM estãosemprea frente dosconcorrentes,buscandonovas soluçõesparaserviçosecomunicação. Asoluçãotambémdeveriaserpensada paramobile,poiséodevicequeotarget usacommaisfrequência.

8. Duranteapesquisa,umdadofoidecisivo paraacriaçãodacampanha: 82%dosbrasileiros jogamgamesnocelular FONTE:GAMEBRASIL,2016

9. Entãofizemosumlevantamentode quaisplataformasetecnologiasamarca poderiaseapropriar. OptamospelochatbotnoFacebook, umasoluçãonovanãosóentre companhiasaéreas,masumatecnologia recémlançadanaredesocial comaltapenetraçãonotarget.

10. CRIAÇÃO

11.

12. TRANSFORMAMOSOCHATBOT DOFACEBOOKEMUMJOGO. Emcadaumdos3diasdeduraçãodo game,foiexploradoumdestinodiferente comvideosefotosfeitosemprimeira pessoa,priorizandooformatomobile,na vertical,alémdedicasecuriosidadesque promoviamumaverdadeiraimersãonos destinoseserviçosdaparceriaGOL+KLM.

13. Oobjetivo dojogadoreraajudaro personagemDiegoaencontrarCarmem, agarotaqueeleconheceuemumafesta eseapaixonou.Atravésdedicasepistas deixadasporela,ojogadorexplorou Lisboa,LondreseAmsterdam juntocomDiego. Aofinaldapromoção,osparticipantes commaiorpontuaçãoganharamviagens paraosmesmosdestinosvisitados porDiego.

14. • Detalhes sobre a execução do case – livre

15.

16.

17. OPERAÇÃO

18. Love.Tripfoiumprojetopioneirotantoparaas companhiasaéreasquantoparaoFacebook. Paraodesenvolvimentofoinecessário organizarumcomplexocronograma queenvolveuGOL,Ampfy,Facebook eoutrosparceiros.

19. Aproduçãodoprojetoduroumais de2meses,econtoucomdiversasetapas: //criaçãodaidentidadevisual; //desenvolvimentodojogo; //viagemde12diasparaEuropaparaproduzir  osmateriaisaudiovisuais; //criaçãodoplanodemídia; //monitoramentoeotimizaçãodacampanha; //auditoriadosvencedores

20. Quandoojogofoilançado,nodia13/12/16, ademandafoitãograndequeos servidoresdoFacebooksaíramdoar,  algoinéditonahistóriadaplataforma. Foinecessáriaumareadequaçãodos servidores,paragarantiraexperiência dousuárioeacontinuidadedapromoção.

21. RESUL TADOS

22. Emapenas3diasdejogo,tivemos: //+40milhõesdepessoasalcançadas //+20miljogadores //+11milhorasjogadas FONTE:FACEBOOKINSIGHTS

23. THANK YOU

Love.trip

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