After two years of pandemic and an intense decline in its activity, Transavia saw ticket sales take off again in 2022. It decided to take advantage of this new momentum to expand its network and fleet, and thus reach more customers. Nevertheless, that the brand awareness has grown much slower than its offerings. The company has therefore set itself the objective, in 2023, of working on this awareness and publicizing the extent of its network, +100 destinations in Europe, particularly among a target that is particularly desirable: young working people aged 18-35.

FIFA is the #1 sport video game worldwide. A game that brings together the best teams, the best players and of course the best goal celebrations. But when you're an airline, one celebration counts more than the rest: the airplane celebration, with arms outstretched.

Transavia offered to every soccer fan the chance to win tickets to the city of their favorite club by scoring a goal with their favorite team in FIFA and by sharing their airplane celebration on Twitter. The challenge was launched on Twitch with the two streaming duos Zack Nani & Yassencore and Bruce & Brak.

To promote Transavia's maximum number of destinations to a younger target (18-35yo), we went where they are. With more than 80% of Gen Z and millennials playing video games, it made sense to connect with them in that space.

Moreover, we noticed that most of the cities served by Transavia have big soccer clubs: PSG, AS Roma, Real Madrid... the best way to spread the word about the extent of our network would be to emblazon our brand on the jerseys of all these teams, as other airlines do (Emirates, Qatar Airways, Etihad...) But let's be realistic. A low-cost airline like Transavia can't afford it. On the other hand, all these big soccer clubs appear in the #1 sport video game in the world: FIFA. By finding the right way to infiltrate the game, we had the key to reach our goal.

The operation was launched by 2 Twitch influencer duos popular in France. For 48 hours, gamers were invited to play with their favorite European team, to celebrate their goals with an airplane celebration and then to share the image on Twitter to try to win a plane ticket to the city of the club in question. 50+ destinations were available.

Note: In FIFA, there are dozens of celebrations that gamers can trigger after a goal by pressing a combination of buttons. The airplane celebration is triggered by simply pressing the R3 button on Playstation and Xbox.

To take photos and videos, simply use the photo mode. A mode integrated directly into FIFA that allows you to capture images from all angles and share them directly on social networks.

With 20+ ticket prizes offered, the operation generated 2.8M impressions and +2K shared airplane celebrations in less than 48 hours. Even those we didn't expect: real airplane celebrations from real European matches.

This is how we turned any airplane celebration into a free ad for Transavia. But above all, without any partnership with FIFA, Transavia has taken ownership of the biggest soccer stars and teams. Whatever their official sponsor on their jersey. Even another airline (Fly Emirates, Qatar Airways...)