Fred & Farid Shanghai launches mobile upgrade challenge game in Asia for Air France

UPGRADE.jpgEvery airline passenger hopes to get upgraded. 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.

Firstly, the boarding gates of Changi Airport Singapore and Kansai Airport Osaka were transformed 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. 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.

VIEW THE CONCEPT
UPGRADE2.jpgThe 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.

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