In its latest campaign, AeroMexico offers US citizens discounted flights to Mexico – with a small proviso. The amount of discount they receive depends on the amount of Mexican DNA they’re shown to have. So, 15% Mexican DNA means a 15% discount.
The ads, launched this month, feature citizens from southern states, apparently expressing anti-Mexican sentiments. They’re then informed of their Mexican heritage and the corresponding discount on flights, leading some to soften their views. ‘There are no borders within us’, declare the ads with a clear swipe at the current US administration.
The AeroMexico campaign reflects a growing trend towards hyper-personalisation based on new data derived from voice, emotion and now, even DNA. So how Mexican are you?