Transavia.com: THE TAKEOFF

Credits & Description:

Type of entry: Use of Promo & Activation
Category: Use of Promotional Stunts and Live Advertising
Advertiser: TRANSAVIA.COM
Product/Service: AIRLINE COMPANY
Agency: LES GAULOIS Puteaux, FRANCE
Client: TRANSAVIA.COM
Product: AIRLINE COMPANY
Entrant: LES GAULOIS Puteaux, FRANCE
Type of Entry: Use of Promo & Activation
Category: Use of Promotional Stunts and Live Advertising
Entrant Company : LES GAULOIS Puteaux, FRANCE
Advertising Agency : LES GAULOIS Puteaux, FRANCE
Production Company : PARTIZAN/THE DARK ROOM Paris, FRANCE
Global Creative Director: Gilbert Scher (Les Gaulois)
Creative Director: Marco Venturelli (Les Gaulois)
Creative Director: Luca Cinquepalmi (Les Gaulois)
Copywriter: Ludovic Miège (Les Gaulois)
Art Director: Jordan Molina (Les Gaulois)
Managing Director: Elisabeth Billiemaz (Les Gaulois)
Account Manager: Aurore Cornen (Les Gaulois)
Account Executive: Stéphanie Pigaglio (Les Gaulois)
Digital Project Manager: Romain Cialdela (Les Gaulois)
Producer Print): Pascale Vinzant (Les Gaulois)
Head Of Digital: Olivier Tewfik (Les Gaulois)
Tv Producer: Xavier Favre (Les Gaulois)
Ceo: Antoine Pussiau (Transavia.com)
Vice Président Sales Marketing Product: Hervé Kozar (Transavia.com)
Marketing/Communication Manager: Elodie Peaudecerf (Transavia.com)
Communications Officer: Anne Gaelle Le Minier (Transavia.com)
Director: Victor Haegelin (Partizan Dark Room)
Producer: Robin Accard (Partizan Dark Room)
Production Manager: Anne/Laure Godinho (Partizan Dark Room)
Post Producer: Lisa Barbier (Royal Post)
Describe the brief from the client:
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.
Promotion Development:
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.
Results:
- 1 800 000 views in one week
- Sales : +10%

Relevancy to Product/Service:
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.