Title	#HOLIDAYSONDEMAND
Brand	TRANSAVIA
Product/Service	AIRLINE COMPANY
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	LES GAULOIS Puteaux, FRANCE
Idea Creation	LES GAULOIS Puteaux, FRANCE
PR	LES GAULOIS Puteaux, FRANCE

Name	Company	Position
GILBERT SCHER, LUCA CINQUEPALMI, MARCO VENTURELLI, AURELIEN BIGOT, CECILE BIGOT	L	EXECUTIVE CREATIVE DIRECTOR, CREATIVE DIRECTOR, ART DIRECTOR, COPYWRITTER

The Campaign

Transavia partnered up with CanalPlay, the leader of SVOD in France, to create Holidays on Demand, a new option present alongside each film in the platform's catalogue. The users who chose the HOD option discovered that they could not only watch their movie, but also instantly get the plane ticket to head off and live it. So Gladiator led the plane ticket to head off and live it. So Gladiator led to a ticket to Rome, Notting Hill to London and Casablanca to... Casablanca. Overall, more than 120 movies were linked to Transavia destinations.

Creative Execution

Transavia destinations were matched to the films in the CanalPlay catalogue. More than 120 films were analysed in order to find the perfect combinaisons with the company's destinations. The combinaisons were arranged according to the locations the film was shot in and/or the imagery linking the two. The HOD option was integrated into the platform's interface as a viewing option, in the same way as HD or 4K. The HOD button was designed so that it would perfectly integrate into the Canal Play interface, whilsit still keeping the Transavia colour curiosity amongst users.Tickets could be instantly purchased on the platform, or after redirection to Transavia.com for more options. In January 2016, the campaign was made available to the public on the CanalPlay site and TV platform for 3 weeks.

Results

5.5 million impressions 320 500 users of the HOD button 6 814 000 unique visitors reached More than 4 million views for the VOL plan + 14% in tickets sold during the campaign + 22 % in Google searches

As an engagement with the hobby of the customer, the campaign intends to make the customer interact instantly with the product. The call-to-action invites the customer put our product into the perspective of his daily life, and choose it instantly. The idea is essentially Relationship-building as our product (a flight ticket) is smartly linked to the customer choice (a movie), which drastically increases the positive response rate.

Transavia's strategy is it to highlight the accessibility of air travel in the daily lives of French People. In 2016, SVOD platforms have proven to be amongst the digital interfaces most in demand with the French. With the images provoked by films strongly linked to travel and escape, SVOD therefore emerged as a strategic meeting point between Transavia and its potential consumers. 2 strategic strong points are coordinating : - The notion of the accessibility of air travel clearly brought about by engaging with the consumer in their daily life. - The emotional value of the plane ticket on offer, linked to images surrounding the film in the mind of the consumer.