Tunisair Promo, Case study 7 DAYS FOR A CHANGE by DraftFCB Barcelona

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7 DAYS FOR A CHANGE

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Industry Airlines
Media Promo & PR, Case study
Market Spain
Agency DraftFCB Barcelona
Director Jorge Dorado
Creative Director Baldiri Ros
Art Director Luis Eduardo Garcia, Miguel Martínez Velacoracho
Copywriter Emilio Holguin
Released July 2011

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: TUNISAIR
Product/Service: AIRLINE
Agency: DRAFTFCB SPAIN
Executive Creative Director: Beto Nahmad (Draftfcb)
Creative Director: Baldiri Ros (Draftfcb)
Account Director: Mar Ortega (Draftfcb)
Social Media Manager: María Díaz (Draftfcb)
Online Executive Account: Rosa Martínez (Draftfcb)
Copywriter: Emilio Holguín (Draftfcb)
Art Director: Luis Eduardo García (Draftfcb)
Online Art Director: Luis López (Draftfcb)
Art Director: Miguel Velacoracho (Draftfcb)
Head of Strategy: Manuel López Piñeiro (Draftfcb)
Planner: Ana Alonso (Draftfcb)
Video Edition: Miguel Velacoracho (Draftfcb)
Director: Jorge Dorado (Nephilim)
Media placement: DIGITAL PR - http://www.viajablog.com/tunez-la-calma-que-sigue-a-la-revolucion/ - JULY 14TH 2011
Media placement: DIGITAL PR - http://www.decoesfera.com/otros-espacios/hoteles-bonitos-hotel-diar-el-berber-en-matmata - JULY 11TH 2011
Media placement: DIGITAL PR - http://www.diariodelviajero.com/africa/el-ribat-de-sousse-o-monasterio-de-los-monjes-guerreros - JULY 22TH 2011
Media placement: DIGITAL PR - http://www.nacionred.com/censura/tunez-internet-se-convirtio-para-nosotros-en-un-medio-de-ensenanza- - JULY 19TH 2011
Media placement: DIGITAL PR - http://www.directoalpaladar.com/chefs/querria-servir-siempre-comida-tunecina-entrevistamos-slim-bett - JULY 14TH 2011

Summary of the Campaign
Tunisair airline was highly affected by the troubles of the revolution that took place in Tunisia in February last year.

The sales decreased 40% and people started to cancel their trips to the city; more than 100 Spanish tourists cancelled their trips and everybody was afraid to travel to Tunisia. It was a big problem with a hard objective: We wanted to change opinions. The only way to do this was to show Tunisia to people as they would experience it and show that Tunisian is a safe and peaceful place to travel to.

So, we decided to organise a trip with Spanish people, who were afraid and didn’t want to travel to Tunisia. We talked with families, friends and couples to invite them to travel with us and discover that Tunisia was a beautiful place with beautiful people to meet.

We wanted to change their opinions and to give Tunisia another chance. After the trip, everybody who came with us to Tunisia changed their opinions. They said to us that Tunisia was a nice place, and they were surprised to see the peace that Tunisia breathed.

This campaign had a lot of traffic in the online world, with more than 2m impressions through Twitter, Facebook, Instagram, etc.

The Situation
This campaign was created for Tunisair airline, the first flight operator between Spain and Tunisian airports. The company was highly affected by the social conflicts which took place in Tunisia last year. Nobody wanted to travel to Tunisia and more than 100 tourists cancelled their trips. Nobody liked Tunisia.

It was a big problem with a hard objective: We wanted to change opinions. And the only way to do this was to show the city to people so they could see that Tunisia was a safe and peaceful place to travel.

The Goal
The goal was clear: We had to change the opinion that people had about Tunisia. But how could we change the opinion of people who had a fear of the country?

We discovered that more than 100 people cancelled their trips during last year, so we decided to find them. There were friends, couples and families who cancelled their trips because they were afraid of the riots in Tunisia.

We decided to invite them to travel with us for 7 days to Tunisia. We wanted them to meet the people, discover the culture, the food, the music, etc.

The Strategy
Nowadays, people argue every day and later they forgive each other. Everybody should be given a second chance and new opportunities, because everybody needs to be forgiven. So, why don’t we give another chance to Tunisia?

This was our concept. We wanted Spanish tourists to give Tunisia another chance. We decided to organise a journey to Tunisia and we took 70 passengers with us, who had cancelled their trips in 2011. We found and interviewed them to know what they thought about the city. There were couples, friends and families, and we had to make them change their opinions on Tunisia in 7 days. We had 7 days for change.

This entire campaign was completed with media material, and with the video materials; we did a documentary film about Tunisia. We created a lot of content in the digital world, trough blogs, Twitter and Facebook.

Execution
We needed to show to the people that Tunisia was a new city, safe and peaceful. So, our idea was to organise a trip with 70 people who had cancelled their trips last year. We invited them to come with us for 7 days to Tunisia, to show them the new country, the people, the culture, the food, etc. We had 7 days to change their opinions.


Procedure:

1. Convocatoria:
- Profile creation;
- News post;
- Traveller selection;

2. The trip and its broascast:
- Previous interviews;
- Posts and tweets about the trip;
- Encourage travellers to share their experience.

3. Buzz and communication:
- Post-interviews;
- Documentary premiere;
- Summary of content post.

Documented Results
This campaign impacted more than 2m users using Twitter, Facebook, Instagram, Twitpic and many other blogs.

In Twitter alone, there were 24,000 impressions; 50 tweets were shared in the social network with the #7daysforchange hashtag, and users uploaded more than 80 pictures taken in Tunisia.

The users opinion were so good and all discussions that they had about Tunisia were fantastic. They talked about the city, the people, the culture, and they took pictures and shared it.

The posts on Facebook and blogs created a dialogue between Spanish and Tunisian users, and they created 34,000 impressions.

The experiment overcame the cancelled flights and gave Tunisia a second chance as well as credibility to Tunisair.

Show the World there’s a new Tunisia through an experimental action!
We showed the new Tunisia in an emotional way with the real people that changed their mind about the country.