Title	SNACKHOLIDAYS
Brand	TRANSAVIA
Product/Service	AIRLINE COMPANY
Category	B03. Consumer Services
Entrant Company	LES GAULOIS Puteaux, FRANCE
Advertising Agency	LES GAULOIS Puteaux, FRANCE
Media Agency	KR MEDIA Neuilly S/Seine, FRANCE
PR Agency	MARIE-ANTOINETTE Paris, FRANCE
Production Company	HRCL RECORDS Puteaux, FRANCE

Name	Company	Position
Gilbert Scher	Les Gaulois	Ceo In Charge Of The Creation
Luca Cinquepalmi	Les Gaulois	Executive Creative Director
Marco Venturelli	Les Gaulois	Executive Creative Director
Julien Doucet	Les Gaulois	Art Director
Lilian Moine	Les Gaulois	Copywriter
Elisabeth Billiemaz	Les Gaulois	Managing Director
Aurore Cornen	Les Gaulois	Account Manager
Stephanie Pigaglio	Les Gaulois
Lisa Donnadieu	Les Gaulois
Christopher Thierry	Les Gaulois	Head Of Tv
Sarah Bouadjera	Les Gaulois	Tv Producer
Julien Bouvet	Les Gaulois	Director
Maxime Bouyer	Les Gaulois	Production Manager
Benoit Dunaigre	Les Gaulois	Sound
Tristan Lecuyer	Les Gaulois	Art Directot
Pierre Laisne	Les Gaulois	Editor
Guillaume Liziard	Les Gaulois	Head Of Digital
Olivier Tewfik	Les Gaulois	Head Of Digital
Sandrine Lafont	Les Gaulois	Digital Project Manager
Romain Cialdella	Les Gaulois	Digital Manager Project

The Campaign

Nowadays, our consumers purchase their next holiday on the Internet and people are used to see low cost airline promotions, so how can Transavia grab customer and media attention? We decided to leave the Internet and surprise people in their everyday routine. To demonstrate that flight tickets were easy to purchase, we sold them like a snack. Our idea was to produce real snacks (chips, candies, cereal bars...) which are also flight tickets. We sold them in supermarkets and vending machines all over Paris. More than just providing an easy way to buy tickets, we made of it an impulsive purchase. The P.R. concept (plane ticket as a packet of chips), worked incredibly well for media and consumers.

The Brief

The brief was to reinforce Transavia's band promise: Everybody can afford an holiday break. But the main goal for Transavia is to increase its brand awareness in a market full of player with more media power and international awareness. That's why P.R. have such a crucial role in this campaign.

Execution

To promote our campaign we decided to customize messages on dedicated supports to bring our customers directly to the closest sales point. 1. We did a teasing campaign with a fun and unexpected viral video displayed on YouTube, Facebook, Twitter and Google + to raise interest about the operation. 2. We invested in digital and traditional billboards to create customized messages to bring the clients to the closest sales point during 3 weeks. 3. When the campaign runs out, we will send little lunch bags to more than 100 journalists and bloggers to give them the real tool of this campaign: real snacks with flights tickets inside!

+ 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

The Strategy

Transavia is engaged as a daily partner to offer French people not only low prices, but solutions to make holidays even more accessible for everyone. But how can Transavia be as close as possible to its customers and respond to their sudden travel wishes? By going physically into their everyday routine. Firstly, we produced the type of snack/treat that you buy when you need a break: chips, candies, cereal bars. Secondly, we became partners with the well-known French retailers that we identify with our daily routine: supermarkets where you buy your daily food, vending machines when you wait for your train. Thirdly, we implemented the products in every touch point to make it easier to grab a flight ticket. Lastly, we promoted this unique and new way to travel with dedicated messages near every touch point to guide people to the nearest point of sale.