Title	PARIS AÉROPORT - PARIS IS OUR GIFT
Brand	PARIS AÉROPORT
Product/Service	PARIS AÉROPORT DUTYFREE
Category	D01. Acquisitions
Entrant	W&CIE Boulogne Billancourt, FRANCE
Idea Creation	W&CIE Boulogne Billancourt, FRANCE

Name	Company	Position
Gabriel LIPPIS	W&Cie	Creative Director
Guillaume DUPRE	W&Cie	Senior Art Director
Grégoire WEIL	W&Cie	Deputy Managing Director
Marguerite DE LACHARRIERE	W&Cie	Account Manager
Charley BOURGUIGNON	W&Cie	Copywriter
Linghy REN	W&Cie	Art Director
Asma Kanzari	W&Cie	Copywriter

The Campaign

We launch the ANTI SHOPPING ADD: an app that rewards tourists for visiting famous Parisian spots. The more tourist spots they visited, the more discounts they earned to spend at the Airport’s Duty Free shops on their outward journey.

Creative Execution

1. Tourists are geolocated and receive a notification when they are near a famous spot to visit in Paris 2. To unlock duty free discounts, they simply have to snap a photo of themselves at the tourist attraction and share it on Weibo and Wechat

Results

In few months, the app generated: • 300 000 unlocked vouchers, used at Paris Airport Duty Free shops • 500 000 online interactions

The “Paris Is Our Gift” app is a well-thought out mobile application, designed to encourage Chinese tourists not to shop in Parisian stores, but rather spend at the Duty Free shops at the airport! Through a social media activation and the use of a famous social trends (the selfies!), we created the ANTI SHOPPING ADD, allowing Chinese tourists to unlock vouchers, to use directly in Paris Airport DutyFree, thus, enabling the group to capture part of the Chinese purchasing power when they are in France.

The strategy was to associate this ANTI SHOPPING APP with Chinese social media, Weibo and Wechat. The app was first launch of this social media platforms and in the airports, as part of a global campaign targeting the 200 000 Chinese tourists, travelling to Paris for the Chinese New Year.