| Title | THE TAKE OFF |
| Brand | TRANSAVIA.COM |
| Product/Service | AIRLINE COMPANY |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
LES GAULOIS Puteaux, FRANCE
|
|
Advertising Agency
|
LES GAULOIS Puteaux, FRANCE
|
|
Production Company
|
PARTIZAN Paris, FRANCE
|
Credits
| Stéphanie Pigaglio |
LES GAULOIS |
Account Executive |
| Gilbert Scher |
LES GAULOIS |
Global Creative Director |
| Romain Cialdela |
LES GAULOIS |
Digital Project Manager |
| Pascale Vinzant |
LES GAULOIS |
Producer Print |
| Olivier Tewfik |
LES GAULOIS |
Head Of Digital |
| 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 |
| Anne/Laure Godinho |
PARTIZAN |
Production Manager |
| Lisa Barbier |
Royal Post |
Post Producer |
| Robin Accard |
PARTIZAN |
Producer |
The Brief
transavia.com is a low-cost airline company of the AirFrance KLM group, flying to many destinations for cheap prices.
To challenge competitors with better notoriety, we needed to prove that our tickets are very cheap.
The target was all Parisians, because transavia.com flights leave mainly from Paris Orly airport.
The challenge was to change Parisians behaviour. in times of economics crisis, more and more Parisians spend their short-breaks and weekends at home in Paris instead of flying on holiday.
We wanted to show that spending time in Paris could be more expensive than flying on holiday.
Especially with the cheap transavia.com promotional prices we promoted with this campaign.
Describe how the promotion developed from concept to implementation
We decided to talk to Parisians so we created astund in the heart of Paris.
We used a billboard, which is the main used by transavia.com to communicated 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
In a very strong, simple and impactful way, we pointed out the extremely cheap prices of transavia.com.
And at the same time we pushed the attention to the brand and suggested to Parisian to change their behaviour.