Snackholidays|短视频|广告营销案例【ADGuider广告指南】

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Snackholidays

案例简介：活动描述如今，我们的消费者在互联网上购买他们的下一个假期，人们习惯于看到低成本的航空促销活动，那么 Transavia 如何吸引顾客和媒体的关注呢？我们决定离开互联网，让人们在日常生活中大吃一惊。为了证明机票很容易购买，我们把它们像零食一样出售。我们的想法是生产真正的零食 (薯条、糖果、谷物棒.) 这也是机票。我们在巴黎各地的超市和自动售货机上出售。我们不仅提供了一种简单的买票方式，还让它成为一种冲动的购买方式。P.R.概念 (机票作为一包芯片) 对媒体和消费者来说非常有效。客户简报或目标简报是为了加强 Transavia 乐队的承诺: 每个人都可以负担得起假期。但 Transavia 的主要目标是在一个充满媒体影响力和国际知名度的市场上提高其品牌知名度。这就是为什么公关在这次竞选中扮演如此重要的角色。有效性 + 64% 搜索。+ 网站流量 78%。+ 41% 预订。1300万 Facebook 印象。+ 6,716 喜欢在 Facebook 上。469,664 脸谱网的参与。300万推特印象 150 万欧元免费媒体。执行为了推广我们的活动，我们决定定制专门支持的信息，将我们的客户直接带到最近的销售点。1。我们做了一个取笑活动，在 YouTube 、 Facebook 、 Twitter 和 Google + 上展示了一个有趣和意想不到的病毒视频，以提高对该操作的兴趣。我们投资于数字和传统广告牌，以创建定制的信息，在 3 周内将客户带到最近的销售点。3.当活动结束时，我们将向 100 多名记者和博客作者发送小午餐袋，给他们这个活动的真正工具: 里面有机票的真正小吃! 相关性法国人正在越来越多地短暂休息，去欧洲城市，尽快摆脱日常生活。但是在线报价之战非常激烈，我们需要一种方法来突出 transvia 的承诺: 每个人都可以负担得起假期。门票作为零食出售的概念非常新颖，足以成为记者和博客作者的有趣材料，这有助于扩大这场运动，远远超出了媒体购买的范围。战略 Transavia 作为一个日常合作伙伴，不仅为法国人提供低价，还提供解决方案，让每个人都更容易度假。但是 Transavia 怎么能尽可能接近顾客并回应他们突然的旅行愿望呢？通过身体进入他们的日常生活。首先，我们生产了你需要休息时购买的零食/零食类型: 薯条、糖果、谷物棒。其次，我们成为了我们认同日常生活的著名法国零售商的合作伙伴: 超市，当你等待火车时购买你的日常食物，自动售货机。第三,我们在每个接触点都实施了产品，以便更容易买到机票。最后，我们推广了这种独特的新方式，在每个接触点附近都有专门的信息，引导人们去最近的销售点。

Snackholidays

案例简介：Campaign Description Nowadays, our consumers purchase their next holiday on the Internet and people are used to seeing low cost airline promotions, so how can Transavia grab customer and media attention?We decided to leave the Internet and surprise people in their everyday routine. To demonstrate that flight tickets were easy to purchase, we sold them like a snack.Our idea was to produce real snacks (chips, candies, cereal bars...) which are also flight tickets. We sold them in supermarkets and vending machines all over Paris.More than just providing an easy way to buy tickets, we made it an impulsive purchase. The P.R. concept (plane ticket as a packet of chips), worked incredibly well for media and consumers. Client Brief Or Objective The brief was to reinforce Transavia's band promise: Everybody can afford an holiday break.But the main goal for Transavia is to increase its brand awareness in a market full of players with more media power and international awareness.That's why P.R. had such a crucial role in this campaign. Effectiveness + 64% search. + 78% website traffic. + 41% bookings. 13 million Facebook impressions. + 6,716 likes on Facebook. 469,664 Facebook engagement. 3 million Twitter impressions.1.5 million euros free media. Execution To promote our campaign we decided to customize messages on dedicated supports to bring our customers directly to the closest sales point. 1. We did a teasing campaign with a fun and unexpected viral video displayed on YouTube, Facebook, Twitter and Google+ to raise interest about the operation.2. We invested in digital and traditional billboards to create customized messages to bring the clients to the closest sales point during 3 weeks.3. When the campaign runs out, we will send little lunch bags to more than 100 journalists and bloggers to give them the real tool of this campaign: real snacks with flight tickets inside! Relevancy French people are taking more and more short breaks to visit European cities and get out of their everyday routine as soon as they can. But online battle of offers are very fierce and we needed a way to stand out reinforcing transavia's promise: everybody can afford an holiday break.The concept of tickets sold as snacks was original enough to become interesting material for journalists and bloggers, which helped amplify the campaign well beyond its media buying. Strategy Transavia is engaged as a daily partner to offer French people not only low prices, but solutions to make holidays even more accessible for everyone.But how can Transavia be as close as possible to its customers and respond to their sudden travel wishes? By going physically into their everyday routine. Firstly, we produced the type of snack/treat that you buy when you need a break: chips, candies, cereal bars.Secondly, we became partners with the well-known French retailers that we identify with our daily routine: supermarkets where you buy your daily food, vending machines when you wait for your train.Thirdly, we implemented the products in every touch point to make it easier to grab a flight ticket. Lastly, we promoted this unique and new way to travel with dedicated messages near every touch point to guide people to the nearest point of sale.