To promote the launch of the opening of its new routes to London, NY, Zurich, Beijing, Guangzhou, Bangalore, Teheran, Lagos, Dubai, Caracas, Bogota
Air France seeked to target its audience on their way to and from the airport and the booking of the key sites on the main roads in and out the airport was very important to us. We selected a format that would challenge or engage with their audience, and felt the large banners, with its large format combined with the artwork, would perfectly complement their brand. We were delighted with the results that banners generated for Air France and felt the campaign emphasised how well Outdoor works for Air France.
There was strong evidence that the campaign had achieved cut through. Qualitative post-campaign research showed that consumers had been very impressed both by the creative and the use of the format. The consensus was that the square format and the way that it was used added to the impact of the campaign. As a consequence, Air France has been using large formats for the past consecutive 4 years.
