Transavia, the low cost company of the Air France KLM group, has
shaken up the low cost market by introducing a new way of accessing
holidays: SnackHolidays.
No more computer freezing in the middle of a reservation or a poor WIFI
connection stopping you from seeing tempting promotions offered by the
company.
Today you can buy your plane tickets as you do the weekly shop/ when
you need them most: in the neverending supermarket queues, or on the
underground platform.
All you have to do is:
1. Go to your nearest supermarket
2. Buy a Snackholidays for Lisbon
3. Eat the sweets inside the packet
4. Enter the code found inside the packet on the website
snackholidays.com
5. Receive the confirmation and fly to Lisbon
A quick and simple way to access a holiday, anywhere, anytime…every
day.
With #SnackHolidays and Transavia it's never been easier to travel!
Creative Execution
Transavia has produced treats that we consume daily; chips, sweets,
cereal bars, chocolate bars and even fizzy drinks. Altogether, more than
10,000 packets have been designed and produced for this unique
operation.
Exclusive partnerships with well-known French retailers have been set
up: Carrefour group (N°1 European mass distributor), Selecta (N°1
vending machine brand in France) and MK2 cinemas.
But such an original promotion needed an accompanying media
campaign to showcase this revolution: digital and classic billboards were
paved along the consumer's path towards sale points on underground
platforms and in shopping centres. We hijacked the codes of the food
industry with double-meaning claims to support the fact that this was an
advertising operation, but real snacks, inside which you could find real
plane tickets.
Results
+ 64% search.
+ 78% website traffic.
+ 41% bookings.
13 million Facebook impressions.
+ 6 716 likes on Facebook.
469 664 facebook's engagement.
3 million Twitter impressions.
1,5 million euros free media.