Own Board Magazine
TAM Airlines
Issue 37 | December 2015
Agency
FCB Milan
Creative Team
Executive Creative Director Fabio Teodori ACD, Copywriter Gianluca Delmonte Art Director Michele Costante
Production Team
Production Managers Nicoletta Prada Cristina Nardi Digital Production Manager Simone Simola Developers Camillo La Rovere Luca Paolotto
Other Credits
Client Director Giorgia Francescato Agency Growth & PR Manager Davide Servadio Account Manager Agnese Salavatore
Date
March 2015
Background
Tam wanted to show their customers how much they knew about them as individuals and how their attention to every passenger's personal needs and interests made them unique in terms of customer service.
Research had uncovered the dismal fact that the average read-time for the onboard magazine was a mere 3% of the flight-time. Fewer than 11% of passengers could actually remember anything they had read.
Idea
TAM set out to reinvent an almost-forgotten media, the in-flight magazine by using all the information that technology provided to personalise each and every copy they carried on board.
A special issue of the magazine was created using data about each individual passenger provided by a Facebook connection, established during the online purchase process. The Facebook profiles meant 'The OwnBoard' magazine was filled with customised content around the passenger's likes, dislikes, interests and preferences, illustrated with their own photos and featuring articles and news stories they had enjoyed.
Results
100% of passengers took their Own Board Magazine home. This had never happened with the regular on-board magazine. The average time of reading increased by 1200%, demonstrating the power of a personal approach to flyers.
Our Thoughts
Matt: At first I thought this was a brand crossing the line into stalking its customers, then saw it is a brand going the extra mile to personalise an experience.
Patrick: When people say that print is irrelevant in a digital world, I can now say: no it isn’t. There are times when people aren’t online because they’re not allowed to be. On those occasions, the only way you can reach them is through print. If you can then make that experience rewarding and memorable as TAM have done, then you start to build real brand value. Expensive, of course, but over a loyal customer’s lifetime probably a shrewd investment.