Cannes Lions

AIRLINE COMPANY

LES GAULOIS, Paris / TRANSAVIA / 2015

Case Film
Case Film
Supporting Content

Overview

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Credits

Overview

Description

Nowadays, our consumers purchase their next holiday on the Internet and people are used to seeing low cost airline promotions, so how can Transavia grab customer and media attention?

We decided to leave the Internet and surprise people in their everyday routine. To demonstrate that flight tickets were easy to purchase, we sold them like a snack.

Our idea was to produce real snacks (chips, candies, cereal bars...) which are also flight tickets. We sold them in supermarkets and vending machines all over Paris.

More than just providing an easy way to buy tickets, we made it an impulsive purchase.

The P.R. concept (plane ticket as a packet of chips), worked incredibly well for media and consumers.

Execution

To go as close as possible to the consumer and to provide flight tickets at the moment the least expected but needed most, we produced a new kind of flight ticket: a range of snacks that contain a real flight ticket.

Available in the subway in vending machines while you’re waiting for your train and also in supermarkets in the never-ending queues: everywhere you just want to take a break, Transavia offers you the opportunity to take a real one!

We made partnerships with retailers and engaged a pitch to find producers of sweets, snacks and cereal bars with our own colours.

Outcome

+ 64% search.

+ 78% website traffic.

+ 41% bookings.

13 million Facebook impressions.

+ 6 716 likes on Facebook.

469 664 facebook’s engagement.

3 million Twitter impressions.

1,5 million euros free media

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