We had to go beyond traditional advertising.

It became obvious that we needed to prove the brand experience. For real. And create content that could live for itself.So, we captured the distinctive atmosphere on board and spread it to the world outside the aircraft. We did this by using musicians.In The A380 Inspiration Project: Three bands The Shoes, Alb and Monsieur Monsieur were put on an A380 flight to Tokyo, with an unusual challenge.

They had the 10-hour flight time to be inspired and compose a track on board.Then, we spread all these tracks through an international social media strategy.

The tracks became the media. And now, each time someone plays them, the message comes across. That Air France’s A380 is not just another super jumbo.

Some results to date:1 million Facebook page visits 10 000 comments on Facebook100 000 video views of the making of movie from the plane30 000 track downloadsAnd a very content client: “Thank you for your contribution in making Air France a great brand – a creative brand, of its time.” / Christine Micouleau, Deputy Vice President Corporate Communications at Air FranceAll with a media investment of only 99 $ for a Vimeo- and Soundcloud account.