Winners & Shortlists

#IAMTHEGUEST

Title#IAMTHEGUEST
BrandAÉROPORTS DE PARIS
Product/ServiceAIRPORT
Category D03. SPECIAL BUILD
Entrant Company W Paris, FRANCE
Advertising Agency W Paris, FRANCE
Credits
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 Planner
Lafuma Pauline W Project Manager

Execution

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, 15 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.