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绿色广告牌
案例简介：为什么这项工作与直接相关？ 在法国度假期间，许多广告牌没有出售，地铁工作人员用绿色覆盖。考虑到这与Transavia的徽标完全一样的绿色，该活动使我们的目标能够通过移动交互将这些已经在日常生活中的未使用的广告牌转变为机票。通过在Instagram故事中的绿色广告牌上标记 @ transaviafr，我们的目标将未售出的广告牌变成了Transavia的免费广告。 背景 客户端上下文: Transavia是一家低成本，有趣的航空公司，但鲜为人知且竞争日益激烈。目的是通过战术上在日常生活中达到我们的目标来提高Transavia的知名度并创造品牌偏好。传统媒体极其昂贵，作为一家低成本航空公司，Transavia必须处理合理的预算。这就是为什么我们必须提出一个在预算紧张的情况下工作的聪明想法。 媒体背景: 在法国，有四个学校假期。在这些期间，媒体购买下降了约15%，当广告牌未售出时，它们会被绿皮书覆盖。 描述创意 (投票30%) 地铁内未售出的广告牌被地铁工作人员用绿色覆盖。这种绿色恰好是Transavia的颜色。我们让那些未售出的绿色广告牌成为免费的Transavia广告。怎么做？通过要求人们在Instagram故事中在这些绿色广告牌上标记 @ transaviafr，并通过这样做为他们提供赢得机票的机会。在每个绿色广告牌的后面，隐藏着一个度假胜地。 描述策略 (投票20%) Transavia面临的挑战是增加其声名狼藉，并在竞争激烈的市场上自发地为人所知。这家航空公司拥有一批重要的年轻城市客户，他们更喜欢一年休息几次，而不是在学校放假期间放一个长假。然后，他们在学校放假期间在自己的家乡城市，可以确保看到覆盖着绿色广告牌的地铁墙。通过促使人们将Transavia的名字实际上放在每个法国日常生活中不可否认的绿色广告牌上，我们发起了一种推动，使他们每次看到绿色广告牌时都会思考Transavia。 描述执行 (投票20%) 我们4月24日在春季学校假期开始时就通过各种社交网络上的视频启动了此操作。该视频盘点了地铁中一些未使用的绿色广告牌，并邀请那些没有度假的人通过标记 @ Transaviafr来赢取机票，将其发布在Instagram上。由于法国所有运输当局都存在这些绿色标志，因此所有法国人民都受到了影响。 每天，Transavia的社区经理都会计算旅行者发现的绿色广告牌，并通过Instagram故事和Facebook生活为绿色广告牌竞赛制作动画。此操作持续了一周，但由于未使用的绿色标志继续存在，因此Transavia颜色的恶名也将如此。 列出结果 (投票30%) 1106未使用的广告牌 2 850 000赢得媒体 200 k媒体免费购买 现在，每当有人看到绿色广告牌时，他们就会想到Transavia。
绿色广告牌
案例简介：Why is this work relevant for Direct? During holiday periods in France, numerous billboards aren’t sold and are covered in green by the subway staff. Giving the fact that this is exactly the same green as Transavia’s logo, this campaign allows our target to transform these unused billboards that are already in their daily life into a plane ticket, thanks to a mobile interaction. By tagging @transaviafr on those green billboards on an Instagram story, our target turned unsold billboards into free ads for Transavia. Background Client context: Transavia is a low cost, fun airline but little known and increasingly competitive. The objective was to increase Transavia’s visibility and create brand preference by tactically reaching our target in their daily lives. Traditional media is extremely expensive and as a low-cost airline, Transavia has to deal with a reasonable budget. That’s why we had to propose a smart idea working within a tight budget. Media context: In France, there are four school holiday periods. During these periods, there is a drop of about 15% of media purchase and when the billboards are unsold, they are covered with green paper. Describe the creative idea (30% of vote) Unsold billboards in the subway are covered in green by the subway staff. This green happens to be Transavia’s color. We made those unsold green billboards become free Transavia ads. How? By asking people to tag @transaviafr on these green billboards in their Instagram stories and offer them a chance to win plane tickets by doing so. Behind each green billboard, a holiday destination was hidden. Describe the strategy (20% of vote) Transavia’s challenge is to increase its notoriety and be spontaneously known on a competitive market. This airline has an important cluster of young urban clients who prefer to city-break several time a year rather than take one long vacation during school holidays. They are then in their home city during school holidays and can be sure to see subway walls covered of green billboards. By prompting people to put Transavia’s name virtually on green billboards that are undeniably in every French daily life, we launched a nudge to make them think about Transavia every time they see green billboards. Describe the execution (20% of vote) We launched this operation on April 24th, at the beginning of the spring school vacation with a video on various social networks. This video made an inventory of some unused green billboards in the subway and invited those who were not on vacation to post them on Instagram by tagging @Transaviafr to win airline tickets. As these green signs exist in all the transport authorities of France, all the French people were affected. Every day, Transavia’s community manager counted green billboards discovered by travelers and animated this green billboard race via Instagram stories and Facebook lives. This operation lasted a week but since the unused green signs continue to exist, the notoriety of Transavia color will too. List the results (30% of vote) 1106 unused billboards 2 850 000 earned media 200 k media purchase for free And now, every time someone sees a green billboard, they will think of Transavia.
The Green Billboard
案例简介：为什么这项工作与直接相关？ 在法国度假期间，许多广告牌没有出售，地铁工作人员用绿色覆盖。考虑到这与Transavia的徽标完全一样的绿色，该活动使我们的目标能够通过移动交互将这些已经在日常生活中的未使用的广告牌转变为机票。通过在Instagram故事中的绿色广告牌上标记 @ transaviafr，我们的目标将未售出的广告牌变成了Transavia的免费广告。 背景 客户端上下文: Transavia是一家低成本，有趣的航空公司，但鲜为人知且竞争日益激烈。目的是通过战术上在日常生活中达到我们的目标来提高Transavia的知名度并创造品牌偏好。传统媒体极其昂贵，作为一家低成本航空公司，Transavia必须处理合理的预算。这就是为什么我们必须提出一个在预算紧张的情况下工作的聪明想法。 媒体背景: 在法国，有四个学校假期。在这些期间，媒体购买下降了约15%，当广告牌未售出时，它们会被绿皮书覆盖。 描述创意 (投票30%) 地铁内未售出的广告牌被地铁工作人员用绿色覆盖。这种绿色恰好是Transavia的颜色。我们让那些未售出的绿色广告牌成为免费的Transavia广告。怎么做？通过要求人们在Instagram故事中在这些绿色广告牌上标记 @ transaviafr，并通过这样做为他们提供赢得机票的机会。在每个绿色广告牌的后面，隐藏着一个度假胜地。 描述策略 (投票20%) Transavia面临的挑战是增加其声名狼藉，并在竞争激烈的市场上自发地为人所知。这家航空公司拥有一批重要的年轻城市客户，他们更喜欢一年休息几次，而不是在学校放假期间放一个长假。然后，他们在学校放假期间在自己的家乡城市，可以确保看到覆盖着绿色广告牌的地铁墙。通过促使人们将Transavia的名字实际上放在每个法国日常生活中不可否认的绿色广告牌上，我们发起了一种推动，使他们每次看到绿色广告牌时都会思考Transavia。 描述执行 (投票20%) 我们4月24日在春季学校假期开始时就通过各种社交网络上的视频启动了此操作。该视频盘点了地铁中一些未使用的绿色广告牌，并邀请那些没有度假的人通过标记 @ Transaviafr来赢取机票，将其发布在Instagram上。由于法国所有运输当局都存在这些绿色标志，因此所有法国人民都受到了影响。 每天，Transavia的社区经理都会计算旅行者发现的绿色广告牌，并通过Instagram故事和Facebook生活为绿色广告牌竞赛制作动画。此操作持续了一周，但由于未使用的绿色标志继续存在，因此Transavia颜色的恶名也将如此。 列出结果 (投票30%) 1106未使用的广告牌 2 850 000赢得媒体 200 k媒体免费购买 现在，每当有人看到绿色广告牌时，他们就会想到Transavia。
The Green Billboard
案例简介：Why is this work relevant for Direct? During holiday periods in France, numerous billboards aren’t sold and are covered in green by the subway staff. Giving the fact that this is exactly the same green as Transavia’s logo, this campaign allows our target to transform these unused billboards that are already in their daily life into a plane ticket, thanks to a mobile interaction. By tagging @transaviafr on those green billboards on an Instagram story, our target turned unsold billboards into free ads for Transavia. Background Client context: Transavia is a low cost, fun airline but little known and increasingly competitive. The objective was to increase Transavia’s visibility and create brand preference by tactically reaching our target in their daily lives. Traditional media is extremely expensive and as a low-cost airline, Transavia has to deal with a reasonable budget. That’s why we had to propose a smart idea working within a tight budget. Media context: In France, there are four school holiday periods. During these periods, there is a drop of about 15% of media purchase and when the billboards are unsold, they are covered with green paper. Describe the creative idea (30% of vote) Unsold billboards in the subway are covered in green by the subway staff. This green happens to be Transavia’s color. We made those unsold green billboards become free Transavia ads. How? By asking people to tag @transaviafr on these green billboards in their Instagram stories and offer them a chance to win plane tickets by doing so. Behind each green billboard, a holiday destination was hidden. Describe the strategy (20% of vote) Transavia’s challenge is to increase its notoriety and be spontaneously known on a competitive market. This airline has an important cluster of young urban clients who prefer to city-break several time a year rather than take one long vacation during school holidays. They are then in their home city during school holidays and can be sure to see subway walls covered of green billboards. By prompting people to put Transavia’s name virtually on green billboards that are undeniably in every French daily life, we launched a nudge to make them think about Transavia every time they see green billboards. Describe the execution (20% of vote) We launched this operation on April 24th, at the beginning of the spring school vacation with a video on various social networks. This video made an inventory of some unused green billboards in the subway and invited those who were not on vacation to post them on Instagram by tagging @Transaviafr to win airline tickets. As these green signs exist in all the transport authorities of France, all the French people were affected. Every day, Transavia’s community manager counted green billboards discovered by travelers and animated this green billboard race via Instagram stories and Facebook lives. This operation lasted a week but since the unused green signs continue to exist, the notoriety of Transavia color will too. List the results (30% of vote) 1106 unused billboards 2 850 000 earned media 200 k media purchase for free And now, every time someone sees a green billboard, they will think of Transavia.
绿色广告牌
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The Green Billboard
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