Category A05. Travel, Transport & Leisure
Product/ServiceAIR FRANCE
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production RITA FILMS Paris, FRANCE
Name Company Position
Rémi Babinet BETC Chief Creative Officer
Ivan Beczkowski BETC Executive Creative Director
David Soussan BETC Creative Director
Marie-Eve Schoettl BETC Creative Director
Alexandre Fumeron, Pascal Bouju BETC Art Director
Camille Beaujard, Matthieu Morosi BETC Assistant art director
Olivier Aumard, Justine Valletoux BETC Copywriter
Céline Mazza BETC Strategic Planning
Clément Martorell Rita Producer
Julien & Quentin NA Director
Alexis Galbourdin BETC Creative Technology
Bertille Toledano, Tiphaine Du-Plessis, Brune Failliot, Jade Sartorius, Louis Barraud BETC Agency Management
Caroline Fontaine, Constance Meyenberg, Milène Arbes Air France Brand Management

The Campaign

We created, The Scouts by Air France. Their names are Mawa, Antoine, Lea, Jerome and Laurent and they are stewardess, pilot, human resource’s director and maintenance engineer and they ran the marathon 2 months before the race to give their best advice to participants.They all ran sections of the marathon, by night.They identified the difficulties and their best tips.Everything was combined in a website and also broadcast on board for people travelling from abroad to run the race in France.They even advised a post marathon program to allow the runners to visit Paris the day after the marathon.

Creative Execution

A film to broadcast the partnership to a large audience-A dedicated website to address the 57 000 runners of the marathon-that compiles the best advice to prepare the marathon, available on line and in all flights to Paris An influencers’ campaign-A Facebook Live with 3 Air France' scouts to answer the runners' last questions a few days before the marathon.

Our different assets cumulated more than 10 million views and 20 million impressions.Within an audience of 57 000 runners of the Paris marathon we gathered 40 000 visits on the website with a really good bounce rate the day before the marathon:15%.And a concept really well received internally as it was the starting point to the creation of a group of runners within the company.

Runners travel the world to participate in different races, it's a way for them to visit a new city and combine a sporting goal. For the Paris marathon we identified that 30% of the runners came from abroad mainly from NYC and the UK. On most runner's websites foreigners can find ways to prepare the marathon but very few sites offer tips specifically on the course in Paris. As Air France is the expert onFrance, we decided to make available to customers, advice from brand employees who have staked out the course by night.