Transavia asked us to think about the launch of their rebranding without
talking about the reasons why (much more political than strategic for the
French market).
At the same time, we wanted to go further with our solutions inspired by
people's daily lives because we've talk about prices with the eBay
campaign, illustrating the accessibility with a 2nd degree of thought: the
easiest way to access flight tickets.
So we brought the new identity as close as possible to the consumer:
directly in their hands!
Campaign Success
What is more relevant than the comparison between a daily treat- indeed
a snack- that you buy when you need a little break and a week-end to
escape your everyday routine?
Firstly, we produced the type of snack that best represents the little treats
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.
Lastly, we promoted this unique and new way to travel with dedicated
messages near every touch point.
Describe the success of the promotion with both client and consumer including some quantifiable 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
Explain why the method of promotion was most relevant to the product or service
Nowadays, our consumers purchase their next holiday on the Internet
and people are used to seeing low cost airline promotions, so how can
Transavia grab their attention?
We decided to leave the Internet and go closer to our target market 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) with
flight tickets inside and sold them in supermarkets and vending
machines. This new distribution channel brings the airline as close as
possible to its customers and responds to their sudden travel wishes at a
guaranteed price.
More than just providing an easy access to flight tickets, we turned the
purchase impulsive. It is as simple as nibble here, fly there with
Transavia and these new ways of purchasing flight tickets are a real
phenomenon that modifies the consumer behaviour.