| Title | THE TAKE OFF |
| Brand | TRANSAVIA.COM |
| Product/Service | AIRLINE COMPANY |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
|
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 |
| Ludovic Miege |
LES GAULOIS |
Copywriter |
| Jordan Molina |
LES GAULOIS |
Art Director |
| Elisabeth Billiemaz |
LES GAULOIS |
Managing Director |
| Aurore Cornen |
LES GAULOIS |
Account Manager |
| Stéphanie Pigaglio |
LES GAULOIS |
Account Executive |
| Romain Cialdela |
LES GAULOIS |
Digital Project Manager |
| Pascale Vinzant |
LES GAULOIS |
Producer Print |
| Xavier Favre |
LES GAULOIS |
Tv Producer |
| Antoine Pussiau |
Transavia.com |
Ceo |
| Hervé Kozar |
Transavia.com |
Vice President Sales Marketing Product |
| Elodie Peaudecerf |
Transavia.com |
Marketing Communication Manager |
| Anne Gaelle Le Minier |
Transavia.com |
Communications Officer |
| Victor Haegelin |
PARTIZAN |
Director |
| Robin Accard |
PARTIZAN |
Producer |
| Anne/Laure Godinho |
PARTIZAN |
Production Manager |
| Olivier Tewfik |
LES GAULOIS |
Head Of Digital |
| Lisa Barbier |
Royal Post |
Post Producer |
Results and Effectiveness
1 848 284 on the video
Best ranked video youtube in may 2014
348 049 visits on the website during the whole campaign
56% more booking than 2013 at the same period.
Creative Execution
We decided to talk to Parisians so we created a stunt in the heart of Paris.
We used a billboard, which is the main media used by transavia.com to communicate to its
target.
We shooted the event and created a viral video, pushed by some digital media buying: True
View on YouTube, a Youtube Masthead and a strong p.r. campaign around it.
Insights, Strategy and the Idea
transavia.com is a low cost airline company of the AirFrance KLM group, flying to many
destinations for very cheap prices.
To challenge big competitors that have better notoriety, we needed to prove that our tickets are
very cheap.
The target was people living in Paris, due to the fact that transavia.com flights leave mainly from
Paris Orly airport.
The challenge was to change Parisians behaviour. Due to economic crisis in fact more and more
Parisians tend to spend their short breaks and weekends at home in Paris instead of flying on
holiday.
We wanted to point out that Paris is the second most expensive city in the world, and spending
time there could be much more expensive than flying on holiday. Especially with the cheap
transavia.com tickets.