Transavia.com is a low-cost airline company of the AirFrance KLM group, flying to holidays destination at very convenient rates.

Competitors are many and better known.

The objective of the campaign was to push sales and improve the brand notoriety in the low-cost category.

Economic crisis left Europe with less money to spend, especially for something as trivial as holidays.

But we all have houses full of objects that we don’t use and we want to throw away.

So Transavia.com teamed up with eBay France to create Byebye: the first object-flight converter.

A tool hosted for 2 weeks on Ebay homepage that allowed people to select departing and destination, get a suggestion of what they could sell, sell and transform their old objects into tickets to go on holiday, using PayPal.

To communicate it, we created a teasing campaign outdoor and digital display.

The Byebye campaign generated an unprecedented media attention to transavia.com.

330 millions of media impressions.

More than 54% increase for “Transavia" on Google.

An astonishing 45% increase in bookings.

Furthermore, the campaign introduced a new way to buy and recycle, proving that old stuff is not as useless as you thought and can even become a great holiday.

The campaign showed to French how cheap Transavia tickets actually are.

To the point that they could even go on vacation without affecting their budget, just selling some old stuff.

Furthermore the partnership with eBay positioned Transavia in people’s mind as a modern and convenient brand.

This campaign worked as a strong promotion while improving brand notoriety and perception.