| Title | #GOMORNING |
| Brand | TRANSAVIA |
| Product/Service | TRANSAVIA AIRLINES |
| Category |
F01. Excellence in Media Insights & Strategy |
|
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
| Stéphane Gaubert |
HUMANSEVEN |
Creative Director |
| Jordan Molina |
HUMANSEVEN |
Artistic Director |
| Ludovic Miège |
HUMANSEVEN |
Copywriter |
| Ingrid Vasseur |
HumanSeven |
TV Producer |
| Sylvie Gazaix |
HumanSeven |
Art Buyer |
| Julian Nodolwsky |
Sovage |
Director |
| Franck Annese |
Sovage |
Producer |
| Louise Morand |
Sovage |
Production Director |
Why is this work relevant for Media?
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". So we decided to create a real time advertising using an early cross media strategy where people had only 30 minutes to buy tickets. As one of the first reflex in the morning it to turn on your TV or Radio we were sure to reach our target, additionally, medias are cheaper in the morning.
Background
How to communicate on Transavia's new roads and 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/insights
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