PARIS AÉROPORT - PARIS IS OUR GIFT
| Title | PARIS AÉROPORT - PARIS IS OUR GIFT |
| Brand | PARIS AÉROPORT |
| Product/Service | PARIS AÉROPORT DUTYFREE |
| Category |
B02. Mobile Apps |
|
Entrant
|
W&CIE Boulogne Billancourt, FRANCE
|
|
Idea Creation
|
W&CIE Boulogne Billancourt, FRANCE
|
Credits
| Grégoire WEIL |
W&Cie |
Deputy Managing Director |
| Gabriel LIPPIS |
W&Cie |
Creative Director |
| Marguerite DE LACHARRIERE |
W&Cie |
Account Manager |
| Charley BOURGUIGNON |
W&Cie |
Copywriter |
| Guillaume DUPRE |
W&Cie |
Senior Art Director |
| 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
In few months, the app generated:
• 300 000 unlocked vouchers, used at Paris Airport Duty Free shops
• 500 000 online interactions
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.