Air France: Streets or Sand
French national airline Air France are one of the best-known names in aviation, with the brand operating across three different divisions: passenger transport, cargo transport and aircraft maintenance.
With flights to over 300 destinations across 118 countries, Air France are also one of the founding members of the SkyTeam global airline alliance.
They approached us with a view to promoting their brand across social media, specifically across Facebook and Twitter, in order to increase engagement and further expand on their email marketing database.
Our plan was to create a competition for Air France’s target audience to engage with.
Using a number of different destinations to which Air France fly to, we devised an interactive web app called ‘Streets or Sand’, users of which would be entered into a draw to win a holiday to Dubai or Tokyo.
Users were shown two different destinations, with each destination being beach-based or a city. Similarly to Virgin Red’s ‘This or That’, users would select which destination they’d prefer to travel to, and would later be revealed to be a ‘beach bum’ or ‘city slicker’, depending on their choices. Once they had completed the game, they had the option to share badges on social media.
To promote the app, we also designed artwork for use on social media, which also included an animation.
Over the course of a week, we attracted over 23,000 entries from over 10,000 users of the app, making the campaign a considerable success.