| Title | TRANSAVIA EBAY |
| Brand | TRANSAVIA.COM |
| Product/Service | AIRLINE COMPANY |
| Category |
D01. INTEGRATED CAMPAIGN LED BY DIRECT MARKETING |
|
Entrant Company
|
LES GAULOIS Puteaux, FRANCE
|
|
Advertising Agency
|
LES GAULOIS Puteaux, FRANCE
|
|
Production Company
|
PARTIZAN Paris, FRANCE
|
Credits
| Gilbert Scher |
LES GAULOIS |
Global Creative Director |
| Marco Venturelli |
LES GAULOIS |
Creative Director |
| Luca Cinquepalmi |
LES GAULOIS |
Creative Director |
| Marie Donnedieu |
LES GAULOIS |
Art Director |
| Ouriel Ferencz |
LES GAULOIS |
Copywriter |
| Sabrina Bourzat |
LES GAULOIS |
Art Director Web |
| Julia Ben Rabah |
LES GAULOIS |
Copywriter Web |
| Elisabeth Billiemaz |
LES GAULOIS |
Managing Director |
| Aurore Cornen |
LES GAULOIS |
Account Manager |
| Pascale Vinzant |
LES GAULOIS |
Producer Print |
| Olivier Tewfik |
LES GAULOIS |
Head Of Digital |
| Romain Quentel/Archier |
LES GAULOIS |
Digital Project Manager |
| Milène Araujo |
LES GAULOIS |
Art Buyer |
| Hervé Kozar |
Transavia.com |
Vice President Sales Marketing Product |
| Elodie Peaudecerf |
Transavia.com |
Marketing Communication Manager |
| Anne Gaelle Le Minier |
Transavia.com |
Communications Officer |
| Antoine Pussiau |
Transavia.com |
Ceo |
The Brief
Transavia.com is a low-cost airline company of the AirFrance KLM group, flying to holidays
destination at very convenient rates.
Competitors are many and better known.
The objective of the campaign was to push sales and improve the brand notoriety in the low-cost category.
Creative Execution
Explain why the creative execution was relevant to the product or service.
The campaign showed to French how cheap transavia tickets actually are.
To the point that they could even go on vacation without affecting their budget, just selling some
old stuff.
Furthermore the partnership with eBay positioned transavia in people's mind as a modern and
convenient brand.
This campaign worked as a strong promotion while improving brand notoriety and perception.
Describe the creative solution to the brief/objective.
Economic crisis left Europe with less money to spend, especially for something as trivial as
holidays.
But we all have houses full of objects that we don't use and we want to throw away.
So Transavia.com teamed up with eBay France to create Byebye: the first object-flight converter.
A tool hosted for two weeks on Ebay homepage that allowed people to select departing and
detination, get a suggestion of what they could sell, sell and transform their old objects into tickets
to go on holiday, using Paypal.
To communicate it, we created a teasing campaign outdoor and digital display.
Results
The Byebye campaign generated an unprecedented media attention to transavia.com.
330 millions of media impressions.
More than 54% increase for 'transavia' on google.
An astonishing 45% increase in bookings.
Furthermore, the campaign introduced a new way to buy and recycle, proving that old stuff is not
as useless as you thought and can even become a great holiday.