| Title | #HOLIDAYSONDEMAND |
| Brand | TRANSAVIA |
| Product/Service | AIRLINE COMPANY |
| Category |
C01. Use of Digital Platforms |
|
Entrant
|
LES GAULOIS Puteaux, FRANCE
|
|
Idea Creation
|
LES GAULOIS Puteaux, FRANCE
|
|
PR
|
LES GAULOIS Puteaux, FRANCE
|
Credits
| GILBERT SCHER, LUCA CINQUEPALMI, MARCO VENTURELLI, AURELIEN BIGOT, CECILE RUBBIN |
LES GAULOIS |
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 discovered that could not only watch their movie, but also instantly get 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 120 than 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 combinations with the company's destinations. the combinations were arranged according to the locations 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 CanalPlay interface, whilst still keeping the Transavia colour to provoke 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. the accompanying media campaign involved.
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 ab 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 consumer 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 the positive response rate.
Transavia's strategy is 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 point between Transavia and its potential consumers. Strategic strong points are coordinating : The notion of the accessibility of air travel clearly 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.