Title	CINEMA TO GO
Brand	AIR FRANCE
Product/Service	AIR FRANCE
Category	C02. Use of Mobile
Entrant	BETC Paris, FRANCE
Idea Creation	BETC Paris, FRANCE
Production	RITA FILMS Paris, FRANCE
Production 2	GUM Paris, FRANCE

Name	Company	Position
Ivan Beczkowski	BETC	Executive Creative Director
Jasmine Loignon	BETC	Creative Director
Guillaume Rebbot	BETC	Copywriter
Jonathan Baudet-Botella	BETC	Art Director
Rémi Babinet	BETC	CCO
Tristan Aurouet	-	Director
Michel Teicher	Rita	Producer
Camila Mendez	Rita	Producer
Jean Davi	Rita	Production director
Bertille Toledano, Tiphaine du Plessis, Anyce Nedir, Mathieu Ecollan, Margaux Le-Mercier	BETC	Agency Management
Adeline Challon-Kemoun, Caroline Fontaine, Constance Meyenberg	Air France	Brand Management

The Campaign

Who's never been frustrated at not being able to finish watching a movie because of the landing? With Cinema to Go, Air France offers its passengers the opportunity to watch or finish watching their movie even after getting out of the plane, on their own device.

Creative Execution

Before the flight we created awareness among passengers by advertising the Cinema to Go experience in the boarding area. During the flight, flight attendants presented the service. The presentation video was broadcast on every passenger inflight entertainment system screens just after the presentation speech. This video illustrates the frustration of leaving a plane before the movie ends by letting the flight attendant literally enter movies, stopping the action. But thanks to Cinema to Go, the action can continue. An e-mail was sent to every passenger during the flight with an iTunes Gift code. After the flight, the e-mail received allowed users to go directly to the iTunes matching selection of movies, and finish it for free after getting out of the plane. If the e-mail wasn’t received, a dedicated platform allowed passengers to get a new e-mail thanks to their ticket number.

Results

- 6 million views of the presentation video (Youtube + Facebook) - 120 000 shares of the video - Hundreds of PR and Social Media comments, including major medias. - Great reaction from every single passenger (10 000) experiencing the service (and Applause from the whole cabin on every single flight that hosted the experience).

- The Cinema to Go experience goes beyond communication to make clients experience the quality of service rather than only believe in it. - The video promoting the new service was then broadcast to a much wider audience to promote the quality of Air France service and make customers choose Air France for their next trip. - The cinema to Go service fulfils a real Customer need and allowed a one to one generous relationship via personalised emails.

Within the « France is in the Air » Air France global platform, culture & entertainment are especially important. Air France offers the best movie selection in the world and up to 1 200 hours of programs on demand and value a partnership with the Cannes Film festival for 36 years. Our strategy was to go beyond communication and fulfil a real customer need by letting our travellers literally experience the quality of our movies both on and off our planes. The Cinema to Go event service has been experienced by 10 000 Air France passengers, the core of our strategy was focused on the video in order to reach a much wider audience. This video was broadcast on Youtube, Facebook, Twitter and on a selection of portals dedicated to cinema lovers in the US and in France, 2 of the most strategic markets for Air France.