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TRANSAVIA - EBAY

basics
Industry: Transport & Tourism
Media:Promotion & Event
Published:May, 2014
Market:France
Language:English
Style: Minimalism
descriptioncnen
Results and Effectiveness:
The Byebye campaign generated an unprecedented media attention to transavia.com.
330 millions of media impressions, an economical CPM of 0,49€
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.

Furthermore, we created a new way to buy and recycle.

Creative Execution:
Just after Christmas, people use eBay to sell and buy stuffs more than every other part of the year.
Transavia.com team up with eBay France to create Byebye: the first object-flight-converter.
We choose ebay as a media because the two brands have the same type of consumers : people who are looking for good deals.

So we imagined a complete plan to address them
➢ we hosted the converter for two weeks on Ebay homepage.
➢ we created different display messages fitting with the internet users’ website itinerary.

we created a teasing campaign showing old things and stated that they were in fact some popular transavia destinations. Everybody could scan the QR-code connected to the mobile converter, and sell an object.


On classic outdoor, we placed some Ebay screenshots with objects sold at the same cheap price of the advertised destination, inviting people to discover the flight converter on eBay.

Insights, Strategy and the Idea:
Transavia.com is a low cost airline company of the AirFrance KLM group.
We address people between 20 and 40 years old, interested in good deal.

The company increased its number of air fleet and destinations and decided to challenge its big competitors that have better notoriety.

To succeed, we launched a campaign to prove that tickets for holiday with transavia are very cheap.

Economic crisis left Europe with less and less money to spend, especially 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.
The idea was to create the 1st object-flight converter to prove that you can travel for nothing.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Art Buyer:
Account Manager:
Other credit:Managing Director: Elisabeth Billiemaz
Producer Print: Pascale Vinzant
Head Of Digital: Olivier Tewfik
Digital Project Manager: Romain Quentel/Archier
Vice Président Sales Marketing Product: Hervé Kozar
Marketing/Communication Manager: Elodie Peaudecerf
Communications Officer: Anne Gaelle Le Minier
Ceo: Antoine Pussiau
awards
Cannes Lions International Festival of Creativity 2014
Gold Promo & Activation
Sponsorship or Partnership Campaigns
Cannes Lions International Festival of Creativity 2014
Silver Direct
Travel, Entertainment & Leisure
Cannes Lions International Festival of Creativity 2014
Silver Media
Use of Integrated Media
Cannes Lions International Festival of Creativity 2014
Bronze Direct
Use of Dgital Marketing
Cannes Lions International Festival of Creativity 2014
Bronze Promo & Activation
Integrated Campaign Led by Promotion and Activation
The Kinsale Shark Awards 2014
Gold Integrated
Integrated media strategy budget < eur100,000
The Kinsale Shark Awards 2014
Silver Media
Innovative media strategy and use
The Kinsale Shark Awards 2014
Bronze Integrated
Best campaign using 3 or more media formats
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