Who hasn't spent hours and hours in an airport for a delayed flight? Let's be frank, it sucks!

So, with the help of flight data, we transformed a negative experience into an opportunity to showcase CANAL+ streaming offering in a highly personalized way at Geneva' international airport.

Your flight is 1 hour late? No problem, our data unlocked 1 hour of CANAL+ content for free.

A 2-hour delay? We unlocked 2 hours' worth of content.

CANAL+ is a French pay-tv brand that has 20 million subscribers in its zones of coverage.

Our brief was to increase awareness about their offering, but in a complex media landscape filled with ad-blocks, ad-fraud, privacy concerns, we knew we needed to go beyond reach/frequency basics.

The objective given to us by our client was to create a meaningful experience that could make the best connection within the best context possible, so we turned to a creative data activation in the Geneva international airport. But getting travelers (especially angry ones) to pay attention to your message, understand the value proposition, and finally remember to act is not an easy task.

So, we targeted passengers with flight delays with a value proposition they could not refuse: Free CANAL+ Content while they wait.

We used flight data, to give our travelers free access to premium subscription content while they waited out their delay.

By leveraging air traffic real-time data, we adjusted the messages on DOOH assets in the specific gates affected by a delay, displaying information about how to access the CANAL+ content.

As soon as there was a delay our Waiting Wins" platform would collect and analyze real-time data related to delayed flights so it could then broadcast targeted messages matching passengers waiting times at all DOOH situated in relevant boarding gates.

In order to enjoy the content, passengers would have to enter their flight numbers to unlock an access code.

The flight and delay data allowed us to match the duration of delays to specific TV episodes and films. All these tailored contents made the interaction feel personalized.

We based our strategy on a CANAL+ premium content sampling in disguise.

During a total of 75 days, we reached a captive audience of angry and bored travellers who had suffered a flight delay with the network of DOOH in the Geneva airport and gave them free access to premium subscription content.

We used the extensive and internet connected DOOH network within the airport to our advantage and connected it to real-time flight delay data that allowed us to determine the best moments and gates where we would be serving the free access.

We understood that the free episodes or films unlocked by our target would act as a sample of CANAL+ subscription. The data allowed us to personalize the content offered, to tailor it to the delay.

The creative use of data allowed our client to offer entertainment to passengers that where in dire need to kill time. Data made it possible to determine with exactitude the gates where there was a delay so our client could offer content adapted to that delay.

Open Real-time flight data allowed us to deploy live dynamic DOOH messaging experience for our target in a very precise manner. By leveraging arrival data and delay data we where able to adjust our billboards content. The messages displayed the ‘’Waiting Wins’’ website where travellers could obtain an access code to view the content which was personalized to the delay.

More than 37% of passengers affected by a delay participated in the offer which increased the subscriptions of 180% over the period. In addition, CANAL+ contents have been viewed 60 times more than usual. It also has been said - according to unofficial sources - that the tension with the airline stuff due to plane delays has decreased by 300%. This is the magic of entertainment!