This airline campaign cleverly hacks empty billboards

Havas Paris Seven worked on French geolocation campaign for budget carrier Transavia

Published On
Apr 30, 2019

Editor's Pick

A new campaign from Transavia, a low-cost airline owned by Air France/KLM, cleverly makes of use of empty billboards in France, which are covered with green paper when unbooked during holiday periods.

The campaign, via Havas Paris Seven, takes advantage of the fact that the green paper covering empty billboards (15 percent are apparently unsold during holiday periods) is exactly the same color as Transavia's logo.

Customers are alerted to this via a social media campaign and encouraged to find the billlboards, using gelocation, and tag them with the Instagram tag @transaviafr in order to win prizes of plane tickets. Behind each billboard, a specific destination is hidden and once someone has geo-located it, the ticket is no longer available. The campaign has hacked over a thousand billboards, without any outdoor investment. 

Transavia is known for its out-of-the-box ideas. Previously, it sold vending machine snacks that doubled as tickets to various European destinations. 

Credits

Date
Apr 30, 2019
Client:
Transavia
Agency:
Havas Paris Seven
Creative Director:
Stéphane Gaubert
Artistic Director:
Lucie Beurq
Artistic Director Assistant:
Gabriel Bonete
Copywriter:
Marine Surmont
Production:
HRCLS
CEO:
Christopher Thiery
Producer:
Yann Dubois
Producer:
Yoann Morin
Producer:
Cloé Desbois
Image:
Aurélien Carron
Image:
Clément Arenou
Image:
Charles Brun
Sound:
Gaelle Senn
Regisseur:
Idir Barache
Regisseur:
Julien Bernard
Regisseur:
Benjamin Nekrouf
Regisseur:
Dorian Duchon
Post Production Image and Sound:
HRCLS
Post Producer:
Mélanie Teixeira
Editing:
Melissa Chancerel
Editing:
Thomas Laforge
Motion Designer:
Mickael Lecollazet
Music Research:
Laureen Arnou-Sanchez
Music Research:
Adrien Alexandre
Sound Director:
Ivan Jovanovic
Production Manager:
Louise Morand

Need a credit fix? Contact the Creativity Editors

Project Type