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TAM Airlines Gets Personal with Custom-made 'Ownboard' Magazines

Creative 1.5k Add to collection

FCB Milan tailors magazines to customers interests using data from Facebook

TAM Airlines Gets Personal with Custom-made 'Ownboard' Magazines

Inflight magazines are typically quite boring. Aside from attempts to complete a few clues in the crossword puzzle, most people don’t read them. Brazil’s TAM Airlines saw that as a wasted opportunity and decided to change consumer behavior and boost readership onboard. How? By creating “The OwnBoard Magazine,” an inflight magazine that is tailored to every individual passenger in every seat on the flight.

Thanks to the addition of Facebook Connect during the ticket purchase process, information such as friends, photos, likes, preferences, interests and social activity was automatically turned into customized content to make each magazine unique for every passenger. From the front cover to the last page, each article, photo and fun fact were customized for the passengers.

The results were amazing. Every passenger took the magazine with them when they landed and the average reading time during the flight increased by 1,200 percent.

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Advertiser: TAM Airlines

Post Production / VFX

Post Production Company: EDI

Producer: Elisabetta Rocca

Visual Effects: Marco Musso

Creative Agency

Art Director: Michele Costante

Chief Creative Officer: Franco Ricchiuti, Luis Silva Dias

Creative Agency: FCB Milan

Digital Developer: Camillo La Rovere, Luca Paulotto

Digital Producer: Simone Simola

Executive Creative Director: Fabio Teodori

Print Producer: Nicoletta Prada

Production Manager: Cristina Nardi

Associate Creative Director: Gianluca Belmonte

Production Company

Director: Riccardo Di Giacomo

DOP: Riccardo Calamandrei, Marco Spano

Executive Producer: Paolo Gatti

Producer: Caterina Sacchi

Production Company: H-Film


Composer: Federico Landini


Editor: Margherita Leofanti

Categories: Airlines, Travel

FCB EMEA, Fri, 29 May 2015 13:41:30 GMT