#GOMORNING

ClientTRANSAVIA
Category A07. Travel
Title#GOMORNING
Product/ServiceTRANSAVIA AIRLINES
Entrant HUMANSEVEN Paris, FRANCE
Idea Creation HUMANSEVEN Paris, FRANCE
Media Placement KR MEDIA Paris, FRANCE
Production SOVAGE Paris, FRANCE
Production 2 AU REVOIR CHARLIE Levallois-Perret, FRANCE
Credits
Name Company Position
Stéphane Gaubert HUMANSEVEN Creative Director
Jordan Molina HUMANSEVEN Artistic Director
Ludovic Miège HUMANSEVEN Copywriter
Ingrid Vasseur HUMANSEVEN TV Producer
Julian Nodolwsky Sovage Director
Franck Annese Sovage Producer
Louise Morand Sovage Production Director

Why is this work relevant for Direct?

This campaign is relevant as we targeted a specific audience "the early birds" defined on a specific insight "the worst thing when holidays are finished is to turn on the alarm clock". This campaign shows how the company does it best to give opportunities to its network to go back on holidays. Also they had only 30 minutes in order to buy cheap tickets.

Background

How to communicate on Transavia's new roads and new range of prices for the winter period? The starting point of the campaign was the data that, at the end of the summer holidays, 2/3 of the French population are already dreaming of their next break. What they find hardest is having to start reaching for the alarm clock again.

Describe the creative idea

To reach these birds, and only them, Transavia launched GoMorning, a real-time advertising campaign, broadcasted exclusively between 5.30am and 6am. During 30 minutes only, the campaign promoted roundtrip tickets within Europe at an exceptional price of 5€.

Describe the strategy

This campaign is based on a incredible promotion, tickets at the price of 5€, only available on September the 10th of 2018 from 05:30 to 06:00 am. We develop a driven campaign which target people who wake up earlier and deserve the most to go back on holidays.

Describe the execution

Getting the message across to all those super-early risers meant communicating at the crack of dawn. #GoMorning, a 30-minute national campaign broadcast from 5:30am to 6:00am across TV, radio and publicised via advertising hoardings in Paris (4TVC - 4 RADIOS - 1 EPHEMERAL BILLBOARD).

List the results

621 tickets sold between 5.30am and 6am +565% website traffic between 5.30am and 6am +37% reservations compared to 2017