Directeur de Création Communication Intégrée
at
agence W
Boulogne-Billancourt, França
| Titulo | Paris Aéroport - Paris Is Our Gift |
| Brief | Paris Airport wanted to encourage high-spending Chinese tourists to shop in its duty free stores on their way home rather than in the city. The solution was the Anti-Shopping App, linked to Chinese social networks Wechat and Weibo. The app worked by geo-locating the tourists and sending them a notification when they were near a famous monument. To unlock duty free discounts, they simply had to snap a photo of themselves at the tourist site and share it on social media. The app targeted the 20,000 Chinese tourists who visit Paris for the Chinese New Year. |
| Agência | agence W |
| Campanha | Paris Aéroport - Paris Is Our Gift |
| Anunciante | Aéroports de Paris |
| Marca | Paris Airport |
| Posted | Novembro 2016 |
| Sector Empresarial | Transportes aéreos, de estrada, marítimos, ferroviários e de cruzeiro |
| História | Every year, 200 000 Chinese tourists travel to Paris for the Chinese New Year. Every minute, they spend 16 000€ shopping! Paris Airport DutyFree needed to capture part of this business, by getting them to shop in the airport’s duty free stores and not in Paris stores? We launch the ANTI SHOPPING ADD: an app that rewards tourists for visiting famous Parisian spots. The more tourist spots they visited, the more discounts they earned to spend at the Airport’s Duty Free shops on their outward journey. The strategy was to associate this ANTI SHOPPING APP with Chinese social media, Weibo and Wechat. The app was first launch of this social media platforms and in the airports, as part of a global campaign targeting the 200 000 Chinese tourists, travelling to Paris for the Chinese New Year. How does the app work? 1. Tourists are geolocated and receive a notification when they are near a famous spot to visit 2. To unlock duty free discounts, they simply have to snap a photo of themselves at the tourist interaction and share it on Weibo and Wechat Results: - 300 000 vouchers unlocked and used at Paris Airport Duty Free shops - 500 000 online interactions |
| Tipo de Mídia | Social Media |
| Director criativo | Gabriel Lippis |
| Redator | Asma Kanzari |
| Redator | Charley Bourguignon |
| Director de arte | Guillaume Dupré |
| Director de arte | Linghy Ren |
| Director de contas | Marguerite de Lacharrière |
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