| Title | JETLAG SOCIAL CLUB |
| Brand | FLYING BLUE |
| Product/Service | APPLICATION |
| Category |
B02. Native & Built-in Feature Integration |
|
Entrant
|
AIR FRANCE Paris, FRANCE
|
|
Idea Creation
|
ISOBAR Courbevoie, FRANCE
|
|
Production
|
ISOBAR Courbevoie, FRANCE
|
|
Production 2
|
BANDITS Paris, FRANCE
|
Credits
| Marc Badinand |
ISOBAR |
Creative Director |
| Elzear de Trentinian |
ISOBAR |
Creative Director |
| Thibaud Le Juge de Segrais |
ISOBAR |
Copywriter |
| Raphael Almazan |
ISOBAR |
Art Director |
| Fousseni Magassa |
ISOBAR |
Art Director |
| Emilie Basset |
ISOBAR |
Motion Designer |
Describe the creative idea
Flying Blue, Air France and KLM’s loyalty programme presents Jetlag Social Club, the service that turns jetlag into an opportunity to explore!
By connecting traveler’s data, geo localization and the mobile health center, the app senses your biological mood and sleep rhythm to recommend the right activity according to your original body clock. Firstly launched in Tokyo, the Jetlag Social Club offers 130 hand-picked experiences adapted for traveler’s jetlag. Sleepy, awake or hungry, travelers can now enjoy their jetlag.
Describe the execution
We orchestrated the launch with a global campaign that plays with the sensation travellers feel when they are jet-lagged:
- A service "Jet lag social Club" under the format of a mobile application that helps travellers in a context of jet lag in Tokyo. The app references over 130 experiences in Tokyo at different times of the day and night pushed to our travellers in real-time. They are adapted to the feeling of jet lag at that moment.
- To launch the service we developed a long format film (79s) which dives viewers into a jet-lagged world. Narrated by the music, we follow three distinct travellers experiencing jet-lag in Tokyo, an absolute symbol of jet lag for Europeans.
- A contextual print that refers to the moment of the day in the AirFrance Magazine and the Holland Herald (430 000 copies printed each month).
- A newsletter sent to the French Flying Blue database planning a trip to Tokyo from the dates of the launch of the app (approximately 4910 people targeted).
- A targeted influencer campaign on social media & YouTube
- A collaboration with influencers sent to Tokyo to test the beta version of the application and deliver content about their jet-lagged experience in Tokyo.
- A PR campaign for specialised marketing & communications media players and the general media.
Timeline:
- March: A beta test team of influencers are sent to Tokyo to try out the application.
- July: The PR & media campaign where launched simultaneously with the app, stretching out to social media and YouTube. The campaign lasted one month.
- September: The print was displayed in the Air France Magazine and The Holland Herald in September.
- Launch of another city 2020.