Cannes Lions

Cinema to go

BETC, Paris / AIR FRANCE / 2017

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Overview

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Overview

Description

Who's never been frustrated at not being able to finish watching a movie because of the landing? Based on this strong insight, we’ve created not only an activation campaign that could respond to the client brief but also the idea of a world first service:

CINEMA TO GO

With Cinema to Go, Air France offers its passengers the opportunity to watch or finish watching their movie even after getting out of the plane, on their own device.

Execution

Before the flight we created awareness among passengers by advertising the Cinema to Go experience in the boarding area.

During the flight, flight attendants presented the service with a short speech.

The presentation video was broadcast on every passenger inflight entertainment system screens just after the presentation speech.

A personalized e-mail was sent to every passenger during the flight with an iTunes Gift code.

After the flight, the e-mail received redirected users directly to the iTunes matching selection of movies, and finished it for free after getting out of the plane.

Outcome

- 6,4 million views of the presentation video (Youtube + Facebook)

- 120 000 shares of the video

- Hundreds of PR and Social Media comments, including major medias.

- Great reaction from every single passenger (10 000) testing the service (and Applause from the whole cabin on every single flight that hosted the experience).

- This exclusive service is now being implemented into the Air France entertainment app in order to make it available for all passengers.

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