| Cannes Lions, 2014 | ||
|---|---|---|
| PROMO & ACTIVATION LIONS | INTEGRATED PROMOTIONAL CAMPAIGN: INTEGRATED CAMPAIGN LED BY PROMOTION AND ACTIVATION | BRONZE |
| DIRECT LIONS | Direct Marketing: Digital & Social: Use of Dgital Marketing | BRONZE |
| DIRECT LIONS | Product & Service: Travel, Entertainment & Leisure | SILVER |
| MEDIA LIONS | Integrated Campaign: Use of Integrated Media | SILVER |
| PROMO & ACTIVATION LIONS | Use of Promo & Activation: Sponsorship or Partnership Campaigns | GOLD |
| Kinsale Shark Advertising Festival 2014 | ||
| INTEGRATED: INTERNATIONAL INTEGRATED CAMPAIGN | Best campaign using 3 or more media formats | Bronze |
| MEDIA EXCELLENCE | Integrated media strategy budget < eur100,000 | Gold |
| MEDIA EXCELLENCE | Innovative media strategy and use | Silver |
| Eurobest, 2014 | ||
| Media | USE OF MEDIA: USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN | Silver Eurobest |
| PR | DIGITAL & SOCIAL: USE OF DIGITAL IN A PR CAMPAIGN | Silver Eurobest |
| Effie France, 2014 | ||
| Culture et loisirs | - | BRONZE |
| Mobius Awards, 2014 | ||
| DIRECT | Recreation, Tourism, Leisure & Travel | MOBIUS |
| DIRECT | Recreation, Tourism, Leisure & Travel | BEST OF SHOW WINNER |
| Cristal Awards, 2014 | ||
| MEDIA | BEST USE OF DIGITAL | SAPPHIRE |
| CONSUMER MARKETING | Best integrated campaign led by promo & activation | CRISTAL |
| Golden Award of Montreux, 2015 | ||
| CREATIVE USE OF MEDIA | Best Use Of Mixed Media Campaign | Gold Medal |
| Cresta Awards, 2015 | ||
| Integrated Campaigns | (Integrated Campaigns) - INTEGRATED CAMPAIGNS | Bronze |
Transavia.com teamed up with eBay France to create Byebye: the first object-flight converter.
Category: Travel, transport & tourism
Client: transavia.com
Brand: ebay
Agency: Les Gaulois
Country: France
Executive Creative Director: Gilbert Scher
Creative Director: Marco Venturelli - Luca Cinquepalmi
Art Director: Marie Donnedieu
Copywriter: Ouriel Ferencz
Art Director Web): Sabrina Bourzat (Les Gaulois)
Copywriter Web): Julia Ben Rabah (Les Gaulois)
Managing Director: Elisabeth Billiemaz (Les Gaulois)
Account Manager: Aurore Cornen (Les Gaulois)
Producer Print): Pascale Vinzant (Les Gaulois)
Head Of Digital: Olivier Tewfik (Les Gaulois)
Digital Project Manager: Romain Quentel/Archier (Les Gaulois)
Art Buyer: Milène Araujo (Les Gaulois)
Vice Président Sales Marketing Product: Hervé Kozar (Transavia.com)
Marketing/Communication Manager: Elodie Peaudecerf (Transavia.com)
Communications Officer: Anne Gaelle Le Minier (Transavia.com)
Ceo: Antoine Pussiau (Transavia.com)
Describe the brief from the client:
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.
Creative Execution:
The campaign showed to the 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.
Creative Solution to the Brief/Objective:
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 two weeks on Ebay homepage that allowed people to select departing and detination, 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.
Results:
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.