Azul Linhas Aéreas Brasileiras S.A.

Azul finds a new way to connect with travelers with Oracle Responsys

Brazilian airline drives 43% of its revenue through campaign communications sent via Oracle Responsys, despite COVID’s impact on the airline industry.

Azul Linhas Aéreas Brasileiras S.A.

Oracle Responsys literally gave us wings to soar high amid the very troubling times of the pandemic. The robust platform allowed us to offer dynamic personalization and garner invaluable insights while delivering individual and targeted communication to our customers. It was crucial for us to maintain relevancy, relationships, and proximity to our customers, even when they could not travel with us.

Ciro Luiz NovelloCRM Coordinator, Azul Linhas Aéreas Brasileiras S.A.

Business challenges

Founded in 2008, Azul Linhas Aéreas is one of Brazil's largest airlines, offering over 117 destination options spread across the globe. The airline was elected Best Airline in the World in the Tripadvisor Traveler's Choice Awards in 2020.

The past few years have been challenging for many industries, especially global tourism, making it essential for Azul to remain in close contact with its customer base despite the travel bans.

Given the large size of the company’s operations across Brazil, Azul needed to structure and segment customer data captured on the various platforms of its major business units—passenger traffic, loyalty program, and air cargo logistics.

Furthermore, the company needed to deploy a strong communication strategy to reinforce safety and trust, encouraging customers to plan trips for the following year.

Why Azul Linhas Aéreas Brasileiras S.A. chose Oracle

Azul selected Oracle Responsys Campaign Management to build contextually relevant digital marketing campaigns that allowed the airline to remain in close contact with its customers during the pandemic. Azul’s strategy to automate and personalize its marketing campaigns began in 2019 with a CRM plan focused on improving the assertiveness of the companies communications.

The multiple benefits of Oracle Responsys, such as data segmentation, advanced intelligence, and autonomous cross-channel experience, along with quick implementation, made it the optimal choice for Azul.


Oracle Responsys Campaign Management, part of the Oracle Advertising and Customer Experience suite of applications, empowered Azul to create dynamic, personalized messaging. The airline was also able to manage enormous amounts of data collected through the airline’s business units. Azul automated more than 60 campaigns that reached millions of people while maintaining personalized communication with each customer.

The airline captures hundreds of data sets such as flight preferences, transactional data, and behavioral information for every customer through tags, websites, and forms that are processed within Oracle Responsys to generate personalized direct marketing campaigns. Azul created and deployed campaigns with more agility and gained the ability to scale campaigns, which helped boost brand recognition. As a result, Azul drove 43% of its revenue through campaign communications while the global airline industry was suffering heavy losses.

To remain relevant during the pandemic, the company provided targeted and intuitive customer experiences based on personal preferences. For example, 1.8% of customers who received and opened communication from Azul bought a plane ticket, which represents an increase of 350%. In comparison, only 0.4% of customers who did not receive any communication from Azul bought an airline ticket from the brand.

Campaigns that Azul created by deriving key metrics and insights using Oracle Data Analytics and Oracle Responsys had an average conversion rate 3X higher than campaigns made only by blasting offers to a targeted base. At the end of 2020, the revenue generated from marketing campaigns doubled compared to 2019.

Azul was able to increase efficiency by using the data automation and dynamic segmentation in Oracle Responsys, reducing the time required to build campaigns. The company’s biggest achievement was its ability to preserve the valuable relationships with its customers by delivering personalized messages.

With more than 12 million registered users in Oracle Responsys, Azul created dynamic data blocks containing information regarding the customer’s journey, allowing the marketing team to quickly access and further segment communication.

All in all, Azul drew upon solid campaign management strategies to drive B2C sales and emerge successful in one of the most challenging times for the airline industry. The company's next step is to structure Conversion Rate Optimization actions to improve the customer experience within its website using Oracle Responsys.


Azul worked with Oracle Partner Pmweb to deploy Oracle Responsys. To send automated campaigns at the right time, Azul relies on Pmweb’s DataPipe, which queues and prioritizes API calls sent to Oracle Responsys with the correct cadence without overloading the platform, thus guaranteeing the integrity of data received.

Published:1. juli 2022