| Title | UBERESCAPE |
| Brand | TRANSAVIA |
| Product/Service | LOW-COST FLIGHTS IN EUROPE |
| Category |
D02. Use of Mobile |
|
Entrant
|
HUMANSEVEN Paris, FRANCE
|
|
Idea Creation
|
HUMANSEVEN Paris, FRANCE
|
|
Media Placement
|
MATRIOCHKA Paris, FRANCE
|
|
PR
|
MATRIOCHKA Paris, FRANCE
|
|
Production
|
WANDA PRODUCTIONS Paris, FRANCE
|
|
Production 2
|
HRCLS Paris, FRANCE
|
Credits
| Xavier Beauregard |
Les Gaulois |
Chief Creative Officer |
| Aurélien Bigot |
Les Gaulois |
Art Director |
| Benjamin Le Coz |
Les Gaulois |
Copywriter |
| Ingrid Vasseur |
Les Gaulois |
Producer |
The Campaign
What if going on holiday was as easy as pressing a button ?
Book your flight just like you would call a Uber (literally) and get the opportunity to get away for 48hours to a Transavia destination.
Campaign Success
A key visual was created in order to illustrate the notion of « taking a break from reality » with an insert on the operation UberESCAPE which explained the activation of this campaign, inviting the audience to go on the landing page or the Uber app for more information. This visual later came in several versions: print, OOH and display, and was then relayed by influencers.
Describe the success of the promotion with both client and consumer including some quantifiable results
At the end of the campaign, KR Media realised a barometer to estimate the evolution of the brand’s consideration which went from 45,9% in September 2016 to 54,1% on the Mobile Air target.
215 million people in Europe were exposed to the campaign.
Traffic was raised by 40% and ticket sales by 31%.
Explain why the method of promotion was most relevant to the product or service
Transavia and Uber teamed up for an innovative campaign revitalizing the traditional communication for airline promotions.
How does it work?
The user just logs to the Uber app as usual and then selects UberEscape like they would select an UberX or UberPool to find out in real-time last minute flights from the nearest airport.
For the price of the Uber Trip, the Transavia Flight is included.
From March 13th to March 17th in Paris, Nantes and Lyon, this service takes you instantly on holiday from your current position to a Transavia destination.
Since 2015, Transavia has been creating competition by focusing on the notions of « fun to buy » (2014) and « fun to go » (2017).
For its strategy, Transavia teamed up with different brands (Ebay, CanalPlay, Uber), to demonstrate accessibility (cost / mobility core values) in a creative and innovative way.
Furthermore, Transavia took advantage of its partner audience to raise its brand awareness. These partnerships gave Transavia the opportunity to enter into their consumers’ daily lives.
After a very thorough market study of Uber France, the partnership was set up. The upstream? work took into account the users’ demographic profiles, their consumption habits and the technological aspect of the Uber application.