Transavia.com is a low-cost airline company of the AirFrance KLM group, flying to holiday destinations at very convenient rates.
Competitors are many and are better known.
The objective of the campaign was to push sales and improve the brand notoriety in the low-cost
category.
Economic crisis left Europe with less money to spend, especially for something as trivial as holidays.
But we all have houses full of objects that we don't use and we want to throw away.
So Transavia.com teamed up with eBay France to create Byebye: the first object-flight converter.
It acted as a tool hosted for two weeks on the Ebay homepage that allowed people to select "departing" and
"destination", get a suggestion of what they could sell, and sell and transform their old objects into tickets to go on holiday, all by using Paypal.
To communicate it, we created a teaser campaign through outdoor and digital display.
With this new campaign, transavia.com succeeded in showing French people its ability to understand their problematic budget restrictions. This campaign was not only a promotion, but above all a new kind of brand tool for French people, a new way to buy and recycle that would allow them to book cheaper and cheaper plane tickets.