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THE TAKEOFF

基本信息
行业: 网站及服务
媒体:推广与活动
投放:法国
风格: Minimalism
说明cnen
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.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
客户经理:
制片:
导演:
后期制作:
其他职位:Global Creative Director: Gilbert Scher
Managing Director: Elisabeth Billiemaz
Digital Project Manager: Romain Cialdela
Producer Print: Pascale Vinzant
Head Of Digital: Olivier Tewfik
Tv Producer: Xavier Favre
Ceo: Antoine Pussiau
Vice Président Sales Marketing Product: Hervé Kozar
Marketing/Communication Manager: Elodie Peaudecerf
Communications Officer: Anne Gaelle Le Minier
Production Manager: Anne/Laure Godinho
Additional company: Royal Post, Schmooze
奖项
戛纳国际创意节 2014
银奖 推广活动
Use of Promotional Stunts and Live Advertising
戛纳国际创意节 2014
银奖 推广活动
Use of non-Traditional Ambient in a Promotional Campaign (Large Scale)
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