Air France: THE UPGRADE CHALLENGE

Credits & Description:

CLIENT AIR FRANCE
PRODUCT NEW BUSINESS CABINS
ENTRANT FRED & FARID SHANGHAI, CHINA
TYPE OF ENTRY USE OF TECHNOLOGY
CATEGORY ACTIVATION BY LOCATION OR PROXIMITY
TITLE THE UPGRADE CHALLENGE
PRODUCT/SERVICE NEW BUSINESS CABINS
ENTRANT COMPANY : FRED & FARID SHANGHAI, CHINA
ADVERTISING AGENCY : FRED & FARID SHANGHAI, CHINA
PRODUCTION COMPANY : HURRAH PRODUCTIONS SINGAPORE, SINGAPORE
FRED & FARID FRED & FARID SHANGHAI CHIEF CREATIVE OFFICERS
GREGOIRE CHALOPIN FRED & FARID SHANGHAI CREATIVE DIRECTOR
ADRIEN GORIS – JEAN-BAPTISTE LE DIVELEC – JOSEPH DAVIES FRED & FARID SHANGHAI COPYWRITERS
PIERRICK JEGOU – NICOLAS LIBERMAN – ZHANG YING – JIHJAN LEE - ANNA LIU FRED & FARID SHANGHAI ART DIRECTORS
GUILLAUME LEROUX – LOUISE BATTUS FRED & FARID SHANGHAI ACCOUNT SUPERVISORS
LOUISE BATTUS FRED & FARID SHANGHAI AGENCY PRODUCER
BENOIT PETRUS – BORIS LECONTE FRED & FARID SHANGHAI DIGITAL PRODUCERS
GIOVANNI FANTONI MODENA - DIRECTOR
JAMES ROTHERHAM – BELLINDA MCCULLOCH - PRODUCER
NICOLAS LIATTI - GAME DEVELOPER
YAEL ELIGOULACHVILI KILLDEATH POST-PRODUCTION
- BENZENE MUSIC
JULIEN LEVEQUE, LAUREN GODET, LIAO LIANG, YAN ZHANG FRED & FARID SHANGHAI MEDIA
Mobile URL http://www.airfrance.com/ID/en/local/resainfovol/meilleuresoffres/cloudslicer.htm
Additional URL https://play.google.com/store/apps/details?id=com.airfrance.store.cloudslicer
Creative Execution:
And the carrot at the end of the stick was something of high value to everyone in that “waiting moment” in airport: all participants were already thinking about their ensuing discomfort of a long flight, and our game kept them motivated. In the two airports we organized the contest, 80% of the travellers tried their luck by playing the Air France mobile game to win an instant upgrades. The top scorers were upgraded to Business Cabines, and the runners-up to Premium Economy…and at the boarding time, the rest of passengers walked through the business class cabin to get their seat, realizing one more time what they have just missed out.
We made airline passengers crazy to discover and eager to travel with the new Air France Business cabins: the Upgrade Challenge video showcasing the mobile-game was seen more than 3.5 Million times, and the operation generated 132 Million impressions. On Twitter, the number of Air France followers doubled in Malaysia and in Indonesia during the period, and the Return On Investment jumped by 269% in Pacific Asia (Japan, Korea, Malaysia, Singapore and Indonesia). There were more than 300,000 parties played on the mobile-app during the contest, and 1,422 gamers keep on playing the game on a regular basis. At a worldwide scale, people out of the Asia Region praisedAir France to open their geographic area to the Upgrade Challenge.
In Asia, Air France was suffering from a cold and old image; Asian travelers felt unrelated to it, like to any business acquaintance without deep personal relationship nor friendship. To promote the new business cabins Air France had just renewed, it was then crucial to avoid the pitfall of a distant and arrogant communication, especially regarding the fast-growing young and wealthy audience of travelers in the region. As every airline travellers dreams of getting free upgrades, we thought of an idea which this time would allow passengers to upgrade themselves, and which would not involve any miles, extra-fees nor luck: a mobile-contest favouring the love of Asian people for online gaming. We created the first mobile game that allows travellers to compete for an instant upgrade, just before boarding. It targeted passengers at a key point of attention opportunity, when people are waiting for their flight and likely nose down into their devices.