Cannes Lions

TRAVELING THE WORLD BY AIR FRANCE

KRDS, Paris / AIR FRANCE / 2015

Case Film
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Case Film

Overview

Entries

Credits

Overview

Description

Traveling The World by Air France was an online game available worldwide and communicated throughout Air France’s main markets. It could get users eligible to various prizes including a trip around the world.

As all Branded Entertainment material available online, across multiple markets with prizes to win, it had to fill a certain number of conditions.

These rules and regulations around Branded Entertainment and particularly online games vary from one country to another. In Italy for example, the website had to be hosted in the country and specific prizes had to be allocated for that market.

The respect of these rules and regulations across markets had to be ensured by the Terms and Conditions text users had to agree to before playing the game.

Execution

We created Traveling The World by Air France: a game taking users on a digital journey across the 5 continents through Google Streetview.

Once logged in on our website, users had to take challenges throughout the world: find spots to take pictures, race against the clock through cities, answer cultural questions or crack codes to visit iconic venues.

A challenge completed on each continent, and they were in for the win of a REAL world tour with Air France. But if they felt like it, they were free to explore more, unlock success badges to get extra chances to win.

Outcome

Over a month, our educational virtual guide, disguised as a game gathered 100,000 travellers.

1,285,000 challenges were completed and users spent an impressive average time of 31 minutes and 20 seconds on the experience (18 minutes per session).

And while only 5 challenges were necessary to win, 4,200 dedicated fans completed the full 157 challenges of the game.

The client received numerous positive feedbacks on Twitter and Facebook from participants of the game. Air France already plans to renew the experience with a second edition of the game.

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2019, THAI AIRASIA

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