Transavia-Uberescape

TRANSAVIA - UBERESCAPE

While global smartphone adoption is no doubt driving the new phenomenon of last-minute living, there’s still plenty of evidence suggesting that people get bogged down in researching flights.

Statistics from Expedia claim people visit 38 websites on average before they finally make a purchase, which no doubt discourages people from getting away as often as they’d like.

Low cost carrier, Transavia believes that airline travellers are ‘mobile’ by definition, and in March launched a new campaign to help flying itself become more spontaneous.

The #UberESCAPE campaign allowed Uber customers in Lyon, Nantes and Paris to book last-minute Transavia flights to Amsterdam, Barcelona, Lisbon, London, Porto and Vienna through the Uber app between 13th and 17th March, 2017. The cost of the flight was included in the Uber ‘fare’.

The campaign was supported by a short video ad, showing an office worker waking up every day Groundhog-Day style and going through the exact same routine before making a spur of the moment decision to catch a Transavia flight via Uber.

This campaign builds on the airline’s other initiatives aiming to make booking and travelling by air more accessible. For example, Transavia already connects with passengers via Whatsapp and Facebook Messenger, and is now trialling an in-app payment option with Tikkie.

It’s not the first time Transavia has caused a stir with its unique advertising methods. In 2015, the company offered discounted flights through vouchers printed on packets of crisps and cans of drinks, under the hashtag #SnackHolidays

The company behind that campaign was Les Gaulois, the same one as Transavia is using for #UberESCAPE.

Transavia isn’t the only airport to have a partnership with Uber.

During US Pride Week, a partnership with Alaska Airlines saw Uber users in participating cities have the chance to win two round-trip tickets to anywhere the airline flies.

Furthermore, for every tweet, picture, and message tagged with #LoveMovesUs during Pride week, Alaska Airlines and Uber each donated US$1 to the It Gets Better Project, a non-profit spreading messages of hope and support to LGTBQ youth.

It’s worth noting of course that Uber has traditionally struggled with airports due to a lack of clear regulations and hostility from taxi firms based at the airport

KEY TAKE-AWAY

With most apps not even being retained for one full day, it’s hard for airlines to compete. That’s why many are integrating with some of the more widely-used apps such as Uber. You are not asking people to change their behaviour or download something new. Instead, you are linking into something they do already.