Title	#HOLIDAYSONDEMAND
Brand	TRANSAVIA
Product/Service	AIRLINE COMPANY
Category	B08. Use of Broadcast
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 RUBBIN	LES GAULOIS	EXECUTIVE CREATIVE DIRECTOR, CREATIVE DIRECTORS, ART DIRECTOT, 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 to a ticket to Rome, Notting Hill to London and Casablanca to... Casablanca. Overall, more than 120 movies were linked to Transavia destinations

Campaign Success

Transavia destinations were matched to the films in the CanalPlay catalogue. More than 120 films were analysed in order ton find the perfect combinations with the company's destinations. the combinations were arranged to the locations the film was shot in and/or imagery linking the two. The HOD option was integrated into the platform's interface as a viewing option, in teh same way as HD or 4K. The HOD button was designed so that it would perfectly integrate into the CanalPlay interface, whilsit 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 platforms for 3 weeks.

Describe the success of the promotion with both client and consumer including some quantifiable results

5.5 millions 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

Explain why the method of promotion was most relevant to the product or service

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 pout 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 meeting point between Transavia and its potential consumers. 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. Th emotional value of the plane ticket on offer, linked to images surrounding the film in the mind of the consumer.