• Situation:

Competition in the airline industry is fierce. It is not just about « transportation » anymore, it’s all about service. And with 65% of flight time spent watching movies, it’s no surprise the inflight entertainment service comes third on the list of criteria when making a booking.

• Brief :

A digital campaign about the Air France inflight entertainment service with a focus on the cinema offer.

• Objectives :

Create awareness and consideration of Air France in flight entertainment service, leveraging the quality of the service itself, and if possible, the long term partnership with the Cannes Film Festival.

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.

The presentation video was broadcast on every passenger inflight entertainment system screens just after the presentation speech. This video illustrates the frustration of leaving a plane before the movie ends by letting the flight attendant literally enter movies, stopping the action. But thanks to Cinema to Go, the action can continue.

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

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

If the e-mail wasn’t received, a dedicated platform allowed passengers to get a new e-mail thanks to their ticket number.