A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN
Entrant Company
LES GAULOIS Puteaux, FRANCE
Advertising Agency
LES GAULOIS Puteaux, FRANCE
Production Company
PARTIZAN Paris, FRANCE
Credits
Name
Company
Position
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
Results and Effectiveness
The Byebye campaign generated an unprecedented media attention to transavia.com.
330 millions of media impressions, an economical CPM of 0,49
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.
Furthermore, we created a new way to buy and recycle.
Creative Execution
Just after Christmas, people use eBay to sell and buy stuffs more than every other part of the
year.
Transavia.com team up with eBay France to create Byebye: the first object-flight-converter.
We choose ebay as a media because the two brands have the same type of consumers : people
who are looking for good deals.
So we imagined a complete plan to address them
? we hosted the converter for two weeks on Ebay homepage.
? we created different display messages fitting with the internet users' website itinerary.
we created a teasing campaign showing old things and stated that they were in fact some
popular transavia destinations. Everybody could scan the QR-code connected to the mobile
converter, and sell an object.
Insights, Strategy and the Idea
Transavia.com is a low cost airline company of the AirFrance KLM group.
We address people between 20 and 40 years old, interested in good deal.
The company increased its number of air fleet and destinations and decided to challenge its big
competitors that have better notoriety.
To succeed, we launched a campaign to prove that tickets for holiday with transavia are very
cheap.
Economic crisis left Europe with less and less money to spend, especially 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.
The idea was to create the 1st object-flight converter to prove that you can travel for nothing.