Transavia partnered up with CanalPlay, the leader of SVOD in France, to create Holidays on Demand, a new option present alongside each film in the platform’s catalogue.

The users who chose the HOD option discovered that they could not only watch their movie, but also instantly get the plane ticket to head off and live it.

So Gladiator led to a ticket to Rome, Notting Hill to London and Casablanca to…Casablanca.

Overall, more than 120 movies were linked to Transavia destinations.

Transavia destinations were matched to the films in the CanalPlay catalogue. More than 120 films were analysed in order to find the perfect combinations with the company’s destinations. The combinations were arranged according to the locations the film was shot in and/or the imagery linking the two.

The HOD option was integrated into the platform’s interface as a viewing option, in the same way as HD or 4K. The HOD button was designed so that it would perfectly integrate into the Canal Play interface, whilst still keeping the Transavia colour to provoke curiosity amongst users.

Tickets could be instantly purchased on the platform, or after redirection to Transavia.com for more options.

In January 2016, the campaign was made available to the public on the CanalPlay site and TV platform for 3 weeks.

The accompanying media campaign involved:

- A strong digital campaign to generate

- 5.5 million impressions

- 320 500 users of the HOD button

- 6 814 000 unique visitors reached

- More than 4 million views for the VOL plan

- +14% in tickets sold during the campaign

- +22% in Google searches

The promo and activation Lions celebrate creativity that brings to life. Entries will need to demonstrate ideas that generate interaction ; that is work where consumer participation in an activity serves to promote a product or service.

Transavia’s strategy is to highlight the accessibility of air travel in the daily lives of French People.

In 2016, SVOD platforms have proven to be amongst the digital interfaces most in demand with the French. With the images provoked by films strongly linked to travel and escape, SVOD therefore emerged as a strategic meeting point between Transavia and its potential consumers.

2 strategic strong points are coordinating:

- The notion of the accessibility of air travel clearly brought about by engaging with the consumer in their daily life.

- The emotional value of the plane ticket on offer, linked to images surrounding the film in the mind of the consumer.

Since 2014, Transavia, the AirFrance/KLM group’s low cost airline, has been working to make air travel even more accessible, through alternatives inspired by the daily lives of French people.