Title	#IAMTHEGUEST
Brand	AÉROPORTS DE PARIS
Product/Service	AIRPORT
Category	A04. USE OR INTEGRATION OF USER-GENERATED CONTENT
Entrant Company	W Paris, FRANCE
Contributing Company	W Paris, FRANCE
Media Agency	HAVAS MEDIA Puteaux, FRANCE
Production Company	AURODIA Boulogne-Billancourt, FRANCE

Name	Company	Position
Weil Grégoire	W	Deputy Managing Director
Stern Thomas	W	Creative Director
Dupré Guillaume	W	Art Director
Kanzari Asma	W	Copywriter
De Lacharrière Marguerite	W	Account Director
Martinez Samy	W	Strategic Planner
Lafuma Pauline	W	Project Manager

The Campaign

Branded content is still a relatively recent phenomena in France. 2013 was a breakthrough year with the industry majors investing the field massively for the first time. Coca-Cola, Nescafé, BNP Paribas, Hotel Ibis, OASIS, Axa France, Orange, Renault, Intel, BHV, RATP all developed operations aimed either at getting in touch with their younger customers or to create a relationship with the brand via social media. There aren’t, as of yet, any specific regulations concerning branded entertainment. For an institutional brand such Aéroports de Paris to communicate in such a way is highly unusual.

Results

Airports are considered a necessary evil between two destinations. Yet, passengers spend an average of 2h20min in terminals every time they fly. At Paris Orly, 28 million such passengers transit every year. How could we make their time in the terminal more fun, worthwhile, and, at the same time promote ADP’s brand promise: the world is our guest? The strategy was to co-create something with all of the airport’s users: passengers of course, but also ground personnel, airline crews, security, border police. The idea: capitalize on the major trend of the year and create the biggest selfie wall in the world. For 10 days, we set up photo booths in the terminals for people to come and shoot their selfies. Each photo was uploaded onto Facebook and a contest was organized: the photos with the most likes would be printed and displayed on Paris Orly’s façade. The operation was pushed online with community management and media, and recruited over 22 000 participants. Facebook Twitter, YouTube, Daily Motion, Four Square – ADP leveraged all the social media canals it possessed to target passengers transiting through the airport. At the end of the vote, 7000 selfies were selected, printed and put up on the façade – mixing passengers, celebrities (among which… Hugh Grant) and all the airport personnel. This task took over three weeks worth of printing, and an abseiling team over 10 days to put into place – despite the wind and the rain. Media coverage was huge, drawing interest from TV, press and online media. The total audience for the campaign was over 8 million, and a real sense of community evolved for al those that work at Paris-Orly.

Teaser videos posted on the brand’s owned media inviting passengers to participate plus a digital campaign on Facebook and YouTube. In airport, photo booths for people to come and shoot their selfies. 80 screens in the terminals were used to air the teaser. Online, audiences voted for their favourite selfies: the ones with the most votes would be printed onto Paris Orly’s façade. This simple mechanism got thousands of people sharing the posts and voting. Updates were sent regularly to all those that participated. The facade is visible from a motorway with a daily traffic of over 80 000 vehicles.

The target audience was dual, and operation had two objectives: > on the passenger side: create a positive image for Paris Airports, generate brand sympathy > on the airport personnel side: generate a feeling of community among all those that work at the airport. For passengers More than 22 000 people interacted with the operation and over 12 000 selfies were submitted. The vote selected the 7000 that were finally posted. The campaign recruited an extra 2854 fans, and social media engagement was strong with over 161 000 positive notifications on Facebook, Twitter & Instagram. Over 100 PR pieces were generated, and the cumulative media fall out reached 8 430 000 people. For the airport personnel: 1500 airport personnel actively took part in the campaign – close to 20% of the total number of people who work there. This is the highest engagement rate Paris Airport has ever known for an internal communications campaign.