benchmark report
airline marketing
fly to any place you can imagine
#snackholidays TRANSAVIA FRANCE
S7 AIRLINES Russian low-cost carrier and Oneworld member S7 Airlines has created a campaign based on the power of imagination. To promote its 900 destinations (including those served by oneworld carriers), the airline worked with Wieden+Kennedy, Amsterdam, to create ‘Fly To Any Place You Can Imagine’, which frames its locations as magical realms dreamed-up by children. In a 3-minute online film , 20 kids are asked the question ‘Let’s say you can go to any place you can imagine. What would this world look like?’ Their answers range from ‘chocolate lakes’ to ‘a secret world where people live underground’. The film ends with the reveal that these imaginary locations are reminiscent of real destinations that the airline flies to across the globe, and the kids’ answers are the basis of an integrated campaign, which MARCH/APRIL 2015 ISSUE
besides the video – 60 and 30-second versions aired across Russian cinema and TV – includes print , out of home, radio, digital and social activity. An online discovery tool also encourages visitors to embrace their inner child and find their own dream destination. On the site, users see a view of the sky, where they can digitally pin a message describing a place they imagine visiting. The site then serves up a real suggestion from the S7 route map. Users can then directly book tickets to their dream location, or explore other people’s ideas on the interactive site. People can also post your request on your Facebook and VKontakte page by adding #IWANTTOGOWHERE hashtag.
For Parisians, buying a plane ticket to Barcelona can be as easy and fun as picking up a bag of chips or candy. This is the message of a new campaign launched by Transavia France, the low-cost subsidiary of KLM-Air France. The airlines has assigned a different snack item to several of its destinations and has packaged the tickets as a bag of snacks. For example, Transavia’s sesame-flavored chips, priced at EUR35, come with a ticket to Barcelona. A granola bar priced at EUR40 buys a flight to Dublin, while a bag of candy for EUR35 is bundled with a ticket to Lisbon. Each snack includes a voucher code for a one-way flight from Paris to the indicated destination between June 1 and October 24, with no additional fees. To redeem a voucher, users simply enter the code located inside the packaging at the Snack
Holidays microsite . Travellers do need to book a separate return flight though, whether with Transavia or a different airline. Transavia worked with distributor Selecta to fill vending machines located at the Montparnasse train station with snack bags, and secured corner shelves in the Carrefour City mini-supermarkets in Paris’ 11th arrondissement, as well as at Mk2 cinema theaters. Videos to promote the offer here and here The campaign, promoted via the hashtag #SnackHolidays, was set to take place from March 24 to 31. However, following the crash of the Germanwings A320, Transavia decided to suspend the campaign until fur ther notice and remove all visual manifestations for now.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
