THE MARATHON SCOUTS
|Category||A05. Travel, Transport & Leisure|
|Title||THE MARATHON SCOUTS|
|Entrant||BETC Paris, FRANCE|
|Idea Creation||BETC Paris, FRANCE|
|Production||RITA FILMS Paris, FRANCE|
|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|
|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 CampaignWe 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 ExecutionA 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.
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