This airline campaign cleverly hacks empty billboards
Havas Paris Seven worked on French geolocation campaign for budget carrier Transavia
Apr 30, 2019
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.