Title | TRANSAVIA EBAY |
Brand | TRANSAVIA.COM |
Product/Service | AIRLINE COMPANY |
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 Campaign
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.
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.
Success of the Campaign
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.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
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.
With this new campaign, transavia.com succeeded in showing French people its ability to
understand their problematic and budget restrictions. This campaign was not only a promotion,
but above all a new kind of brand tool for French people, a new way to buy and recycle allowing
them to book cheaper and cheaper plane tickets.