LUXURY TAKEN TO NEW HEIGHTS

TitleLUXURY TAKEN TO NEW HEIGHTS
BrandAIRFRANCE
Product / ServiceAIRLINE
CategoryA01. Use of Promotional Events & Stunts 
EntrantHAVAS WORLDWIDE SINGAPORE, SINGAPORE
Entrant Company HAVAS WORLDWIDE SINGAPORE, SINGAPORE
Advertising Agency HAVAS WORLDWIDE SINGAPORE, SINGAPORE
PR Agency HAVAS WORLDWIDE SIREN Singapore, SINGAPORE
Production Company ODDO Singapore, SINGAPORE

Credits

Name Company Position
Dan Gibson Havas Worldwide Singapore Group Managing Director
Andrew Hook Havas Worldwide Singapore Group Executive Creative Director
Kelvin Lim Havas Worldwide Singapore Associate Creative Director
Shervin Seah Havas Worldwide Singapore Senior Copywriter
Farizal Akramhan Havas Worldwide Singapore Art Director
Antoine de La Seigliere Havas Worldwide Singapore Account Director
Sarah Diedro Havas Worldwide Singapore Account Executive
Dee Dee Law Havas Worldwide Singapore Project Manager
Jacob Joseph Puthenparambil Havas Worldwide Siren Communication Strategy Director - SE Asia
Estar Suma-oy Havas Worldwide Siren Account Manager
Dinda Citrini Havas Worldwide Siren Account Manager
Apriani Kartika Havas Worldwide Siren Senior Executive
Lewis Chu ODDO Director Of Photography
John Yak ODDO Video Editor

Brief Explanation

We had to launch the brand new AirFrance First Class airline cabin across the region. We had to overcome two obstacles: a budget of only US$30,000 and the fact that not a single plane had been fitted with this new cabin yet. In other words, we were tasked with promoting a product that would only be available for purchase months later.

The Brief

Singapore is home to Singapore Airlines, often considered to be the best airline in the world (eg. at the 2014 World Airlines Awards). This makes it harder for foreign airlines fighting for a bigger local market share. The agency was tasked with influencing Singaporeans to switch to AirFrance when flying First Class or Business Class to Europe. To achieve that, there was a need to change the change the public perception towards AirFrance and to associate the brand with in-flight innovation, in-air luxury and superior service.

Describe the success of the promotion with both client and consumer including some quantifiable results

As the La Premiere suite had not been introduced at the time the campaign ran, we were not able to track its immediate effect on purchase, and we are aware that, due to the nature of the product, a longer period of time is required to assess its commercial value. Having said that, we knew from the beginning that the right coverage from the right media greatly influences our expectations of airlines. Media talked positively about the whole experience through their articles, social media posts and even on broadcast. The event garnered a total of S$682,214 in PR value (PR value is calculated based on the industry standard of a credibility multiplier of 3 times the amount of ad value an article, post or clip would occupy). The agency delivered a coverage of S$9.50 for every dollar spent, securing an ROI of 9.5:1, exceeding campaign objective by over three times.

Explain why the method of promotion was most relevant to the product or service

The agency launched the La Premiere suite by organising a unique experiential event to extend the airline's first-class experience directly to select key media and VIP guests. The iconic Singapore Flyer was the chosen venue and the luxurious experience of the La Premiere suite was re-created in a capsule of the Flyer. The entire La Premiere suite was fitted into a Singapore Flyer capsule, complete with all its fine features such as a fully flat bed over 2 metres long, a Sofitel My Bed® duvet and a fully-functional entertainment system. To pamper our guests before the flight, we had a limousine pick them up and chauffeur them to the Singapore Flyer. Upon arrival, they were ushered to the La Premiere capsule to indulge in unsurpassed luxury and comfort while soaring 165 metres above the Singapore skyline.