transavia.com is a low-cost airline company of the AirFrance KLM group, flying to many destinations for cheap prices.

To challenge competitors with better notoriety, we needed to prove that our tickets are very cheap.

The target was all Parisians, because transavia.com flights leave mainly from Paris Orly airport.

The challenge was to change Parisians behaviour. In times of economic crisis, more and more Parisians spend their short-breaks and weekends at home in Paris instead of flying on holiday.

We wanted to show that spending time in Paris could be more expensive than flying on holiday. Especially with the cheap transavia.com promotional prices we promoted with this campaign.

We decided to talk to Parisians so we created a stunt in the heart of Paris.

We used a billboard, which is the main media used by transavia.com to communicated to its target.

We shot the event and created a viral video, pushed by some digital media buying: True View on YouTube, a YouTube Masthead and a strong PR campaign around it.

- 1 800 000 views in one week

- Sales : +10%

In a very strong, simple and impactful way, we pointed out the extremely cheap prices of transavia.com.

And at the same time we pushed the attention to the brand and suggested to Parisians to change their behaviour.