benchmark report
airline marketing
experiential
cross-media
europe, just next door
flight therapy brand space
SNCF
DELTA
TBWA/ Paris has produced an interactive campaign in the streets of Paris for French high-speed rail operator SNCF and filmed the results to create a TV short to be shown in cinemas. The premise was simple: Set up a door in various public places in Paris and passers-by curious enough to open the door were greeted to a live, full-size, video conference with various personalities located in cities around Europe.
where their cycling tour guides would take them, or take on their street dance team with a dance-off.
Taking to the streets on the 13th and 16th of September, the live interaction meant passers-by were treated to mime artists, street dancers, bike riders and caricature artists based in cities such as Geneva, Milan, Barcelona, Stuttgart and Brussels. The experience, enabled by live satellite links and a custom-made digital screen that perfectly fit the door frame, let participants pick
“These interactive fun experiences not only created multicultural links among Europeans, but also enabled us all to realize that at the end of the day, Europe it’s just next door” stated TBWA\ on their creation.
DECEMBER 2013 ISSUE
The video , which so far has generated over 500,000 views on YouTube, was shown in movie theatres in Paris at the start of October, supported by posters on the Paris subway, bus advertsing, and entire stations redesigned in the colours of Europe and SNCF.
Delta Air Lines, possibly the most active airline when it comes to incorporating so-called ‘brand spaces’ such as its Sky360 Lounges , in its marketing mix, held a ‘Delta Flight Therapy ’ sensory experience pop-up event in Otemachi, one of Tokyo’s business districts. The purpose-built space was set up in front of an office building between 23 and 25 October and combined visual, auditory and olfactory senses to promote Delta’s Business Class experience.
mood lighting that changed dramatically in both color and intensity, with ambient music at the background played via a high resolution sound system. The popup space also gave visitors a chance to experience Arobalance , a relaxation aroma developed by Australian company Air Aroma. Each visitor received a sample of the fragrance. As Tokyo is a major hub for Delta, with daily flights to cities in the US and Asia, so Tokyo’s CBD was an ideal location to promote the airline’s premium product.
Inside the space, designed by Wieden+Kenney Tokyo , visitors could try out the fully flat bed installed in the airline’s B747-400 business class. The Flight Therapy module spor ted an organic, futuristic ambience, including
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
