Air France Digital, DM, Case study Cinema To Go [video] by BETC

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Cinema To Go [video]

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Industry Airlines, Mobile applications
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market France
Agency BETC
Chief Creative Officer Remi Babinet
Creative Director Ivan Beczkowski
Art Director Jonathan Baudet-Botella
Copywriter Guillaume Rebbot
Production Rita
Director Tristan Aurouet
Released April 2016


Cannes Lions 2017
Promo And Activation Sectors: Travel, Transport & Leisure Silver Lion
Direct Strategy: Retention Bronze Lion
Cyber Web Campaign: Travel, Transport & Leisure Bronze Lion

Credits & Description

Agency: Betc Paris, France
Client: Air France
Product: Air France
Entrant: Betc Paris, France
Title: Cinema To Go
Product/Service: Air France
Idea Creation: Betc Paris, France
Production: Rita Films Paris, France
Production 2: Gum Paris, France
Creative Director: Ivan Beczkowski (BETC)
BET: Jasmine Loignon (BETC)
Copywriter: Guillaume Rebbot (BETC)
Art Director: Jonathan Baudet-Botella (BETC)
CCO: Rémi Babinet (BETC)
Director: Tristan Aurouet
Producer: Michel Teicher (Rita)
Producer: Camila Mendez (Rita)
Production director: Jean Davi (Rita)
Agency Management: Bertille Toledano, Tiphaine du Plessis, Anyce Nedir, Mathieu Ecollan, Margaux Le (BETC)
Brand Management: Adeline Challon-Kemoun, Caroline Fontaine, Constance Meyenberg (Air France)
The Campaign
Who's never been frustrated at not being able to finish watching a movie because of the landing? With Cinema to Go, Air France offers its passengers the opportunity to watch or finish watching their movie even after getting out of the plane, on their own device.
Creative Execution
Before the flight we created awareness among passengers by advertising the Cinema to Go experience in the boarding area.
During the flight, flight attendants presented the service.
The presentation video was broadcast on every passenger inflight entertainment system screens just after the presentation speech. This video illustrates the frustration of leaving a plane before the movie ends by letting the flight attendant literally enter movies, stopping the action. But thanks to Cinema to Go, the action can continue.
An e-mail was sent to every passenger during the flight with an iTunes Gift code.
After the flight, the e-mail received allowed users to go directly to the iTunes matching selection of movies, and finish it for free after getting out of the plane.
If the e-mail wasn’t received, a dedicated platform allowed passengers to get a new e-mail thanks to their ticket number.
- 6 million views of the presentation video (Youtube + Facebook)
- 120 000 shares of the video
- Hundreds of PR and Social Media comments, including major medias.
- Great reaction from every single passenger (10 000) experiencing the service (and Applause from the whole cabin on every single flight that hosted the experience).
Within the « France is in the Air » Air France global platform, culture & entertainment are especially important.
Air France offers the best movie selection in the world and up to 1 200 hours of programs on demand and value a partnership with the Cannes Film festival for 36 years.
Our strategy was to go beyond communication and fulfil a real customer need by letting our travellers literally experience the quality of our movies both on and off our planes.
The Cinema to Go event service has been experienced by 10 000 Air France passengers, the core of our strategy was focused on the video in order to reach a much wider audience. This video was broadcast on Youtube, Facebook, Twitter and on a selection of portals dedicated to cinema lovers in the US and in France, 2 of the most strategic markets for Air France.