RUN TO MUM

ClientHOP ! AIR FRANCE
Category B11. Sponsorship & Partnership
TitleRUN TO MUM
Product/ServiceLOW-COST FLIGHTS IN FRANCE
Entrant HUMANSEVEN Paris, FRANCE
Idea Creation HUMANSEVEN Paris, FRANCE
PR HUMANSEVEN Paris, FRANCE
Production ALLSO Paris, FRANCE
Production 2 HRCLS Paris, FRANCE
Credits
Name Company Position
Xavier Beauregard Les Gaulois Chief Creative Officer
Hadi Hassan-Helou Les Gaulois Creative Director
Jérôme Gonfond Les Gaulois Creative Director
Paul Garnier Les Gaulois Art Director
Julie Moreno Les Gaulois Copywriter
Sarah Bouadjera Les Gaulois Producer

The Campaign

Parents whose children study far from home would love to see them more often. But these young students don’t always want to, they may not have the time or can’t afford to travel. The goal is to encourage students and young people in general to go back home more often and visit their parents by giving them motivation and affordable prices. With HOP ! Air France’s youth pass, travelling becomes more accessible. As for time-saving, catching a flight is still quicker than taking the train.

Execution

Parents would buy one pair of Adidas Limited Edition sneakers and get a youth pass for their children. They would keep one shoe and send the other one to the child. They were therefore obliged to come home to collect the second one ! The whole operation was relayed on social media with the hashtag #RuntoMum.

More than 7million people were exposed to the campaign. On social media, there were 442 tweets and retweets during the operation which generated a 966k reach. The hashtag was trending 2 hours after the launch of the campaign. The website generated 96 000 visits, 85 687 users and 139 500 views. On traditional media, the campaign got 11 print and web articles : with an equivalent value of approximatively 41 591€. The operation was amplified by 10 through social media thanks to the hashtag #RuntoMum The youth tickets sales increased by 200% from January 27th 2016 to February 07th 2017 with a +282% peak on January 27th for the day.

The Situation

The Run to Mum campaign combined traditional and social media to reach a wide audience. The partnership with Adidas gave HOP! Air France the opportunity to benefit from the brand's platform to increase its brand awareness and target the millennials. One side of the Adidas EQT Support ADV sneakers was sent to influencers. The whole operation trended on social media with the hashtag #RuntoMum.

The Strategy

HOP ! Air France’s communication strategy aims to eliminate preconceived ideas about air travel and increase competitiveness against other railway and road transportation rivals. The brand’s main focus is to pinpoint air travel as the first French means of transport.