Air France launches ‘The Upgrade Challenge’ in Asian market
Friday January 23, 2015 at 10:58am
Air France is aiming to raise awareness of its newly-launched Business Cabins in Asia and the Pacific region through a new mobile game which allowed travellers to compete for an instant upgrade on flights to Paris. Travellers are handed tablets and encouraged to compete in a game called 'Cloud Slicer', where they have to swipe the screen to cut up clouds. The game and associated campaign were put together by Chinese marketing agency Fred & Farid Shanghai, and were launched with the transformation of the boarding gates of Singapore’s Changi Airport and Kansai Airport in Osaka, Japan, 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. Winners of the new Business Cabin seats received their new boarding passed from the pilot himself. From January 19 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 include a fully flat bed, direct access to aisle, and multi-purpose area (desk, restaurant table, bed) offering even greater privacy.