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AIR - PARIS FOR DESSERT

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Conceptualization:

50%

Implementation:

50%

AIR FRANCE - PARIS FOR DESSERT

Air France - Paris for Dessert

Client:

Air France - Paris for Dessert

Industry:

Travel

Type:

Influencer, Guerilla

Location:

New York

KPI:

100M total media impressions

6.5 million total influence engagement

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CHALLENGES

Supporting the lead creative agency Fred & Farid New York to activate their innovative concept of "Paris for Dessert" created to provide the brand with social media awareness and press visibility around Air France’s superior gastronomy. While originally briefed to create solely an exclusive press activation, GRADIENT flipped the activation brief and proposed executions to fit the KPIs.

STRATEGY

F&F and GRADIENT proposed instead a multi-pronged approach starting with an elevated street activation enhanced by an innovative social content technology for increased social media visibility and mass awareness. This was followed by an exclusive multi-dining dining experience for lifestyle press. For five nights in Soho NYC, winning consumers, press and VIPs checked-in, luggage in hand, to enjoy an immersive dining experience inside a recreated plane fuselage, where they were treated to a gourmet Parisian-style meal curated by chef Daniel Boulud. Each night, one lucky couple was selected at random to instantly fly business class to Paris and enjoy an unforgettable experience.