Eurobest

The Marathon Scouts

BETC, Paris / AIR FRANCE / 2017

Case Film
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Overview

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Credits

Overview

Background

For the second year in a row, Air France is the official partner of the Paris Marathon. This partnership came about because the company identified a new type of frequent travelers: runners. 30% of the Paris Marathon runners are foreigners, travelling to France... by plane. How can we get them to choose Air France?Our objectives were to highlight the core value of the company: the service. We also wanted to integrate employees to generate an interest about running within the company.

Execution

A film to broadcast the partnership to a large audience-A dedicated website to address the 57 000 runners of the marathon-that compiles the best advice to prepare the marathon, available on line and in all flights to Paris An influencers’ campaign-A Facebook Live with 3 Air France' scouts to answer the runners' last questions a few days before the marathon.

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