| Título | Little Plane 3 (French) |
| Título (Lengua original) | Petit avion 3 |
| Agencia | BETC Paris |
| Campaña | Little Plane - Air France |
| Anunciante | Air France |
| Marca | Air France |
| Fecha de primera difusión/publicación | 1999 / 10 |
| Sector Empresarial | Transportes aéreos, de carreteras y marítimos, ferrocarriles |
| Filosofía | Creative Strategy: Announce the company’s new positioning in two complementary campaigns: a “brand” campaign immediately followed by a “product” campaign conceived to give tangible proof of Air France’s ambition and products on the market. Break with current airline advertising codes, making a small plane the campaign's symbol. Media Strategy: Focus on the strategically most important markets in Europe. TV activity in sports, news and business-related programming as well as business-oriented press titles (magazines and dailies). To insure a European visibility but also to reach the main target on its itineraries throughout Europe, PAN European media were the second major branch of spending and helped to enhance the efficiency of the campaign. Results: A boost in all relevant items for the company’s positioning - basis for the creation of brand preference while at the same time, other national carriers are experiencing strong drawbacks. Although advertising is clearly only one factor in a sum of many, its influence on Air France’s main business numbers seems to be significantly related. |
| Problema | Marketing situation: Air France has decided to announce its new ambitions positioning it as “a company in perpetual movement” whose efforts and efficiency are entirely focused on the client. A company that wishes to procure its passengers a moment of pleasure, of openness and closeness during their travels. Advertising Objectives: Announce the change and the company’s newly defined positioning. Create Brand preference by incarnating the pleasure of travel. Create sales by giving proof for the ambition. The campaign was to embrace the brand’s core values of “customer affinity”, “openness”, “efficiency”, “body and soul enjoyment” and a “revisited view of Frenchness”. |
| Medio | Prensa y publicaciones |
| Director de publicidad | François Brousse |
| Director de publicidad | Christine Micouleau |
| Responsable de cuentas de agencia | Eric Tong Cuong |
| Director artístico | Florence Bellisson |
| Responsable de conceptos / redactor | Sylvie Munier |
| Responsable de cuentas de agencia | Alain Roussel |
| Fotógrafo | Steven Klein |
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