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How Fred & Farid's Air France Challenge Lets Passengers Upgrade Themselves

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Fred & Farid Shanghai pits fliers against each other with 'Air Slicer' game

How Fred & Farid's Air France Challenge Lets Passengers Upgrade Themselves

To raise awareness of the launch of Air France’s new Business cabins in Asia, Fred & Farid Shanghai created the first mobile game that allowed travellers to compete for an instant upgrade, just before boarding.

Fred & Farid started by transforming the boarding gates of Changi Airport, Singapore and Kansai Airport, Osaka into gaming arenas. More than 400 passengers were invited to compete against each other during their 15 minute wait before boarding. At the end, the top scorers were instantly upgraded to the new Business cabin, while the runners-up won seats in Premium Economy. Indeed, these were 15 minutes that changed the 12-hour long flight of the winners who had the pleasure of experiencing the comfort of Air France’s new Business seats, after receiving their new boarding pass from the pilot himself.

You can download the app for iOS & Android.

From the 19th of January 2015, the competition has been extended to a regional level. All Air France passengers flying from China, Hong Kong, Singapore, Indonesia or Japan can now compete against each other, and only the best scorers of the month in each country will have the chance to be upgraded on their next flight to Paris.

The new Air France Business cabins in Asia are now available on Singapore, Tokyo, Shanghai and Jakarta to Paris flights, on the Boeing 777 fleet.

These new Business seats represent Air France’s vision of a premium travel experience and include the following: a fully flat bed, direct access to aisle, and multi-purpose area (desk, restaurant table, bed) offering even greater privacy.



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Client

Advertiser: Air France

Brand Manager: Antoine Peigner, Sandy Poon

Post Production / VFX

Post Production Company: KILLDEATH

Producer: Yael Eligoulachvili

Creative Agency

Art Director: Pierrick Jegou, Nicolas Liberman, Zhang Ying, Jihjan Lee, Anna Liu

Chief Creative Officer: Fred & Farid

Copywriter: Adrien Goris, Jean-Baptiste Le Divelec, Joseph Davies

Creative Agency: Fred & Farid Shanghai

Digital Producer: Benoit Petrus, Boris Leconte

Media Planner: Julien Leveque, Lauren Godet, Liao Liang, Yan Zhang

Producer: Louise Battus

Digital Production Company

App/Digital Production: Mediasia Interactive

Developer: Nicolas Liatti

Production Company

Director: Giovanni Fantoni Modena

Producer: James Rotherham, Bellinda McCulloch

Production Company: Hurrah!

Music

Music Production: BENZENE

Categories: Airlines, Travel

lbbonline.com, Wed, 21 Jan 2015 13:30:54 GMT