Air France taps into mobile services

Air France, in conjunction with Sybase 365, is deploying Frances first Multimedia Messaging Service (MMS) loyalty program.
The airline is partnering with French advertising agency, BETC EuroRSCG and French mobile marketing agency, MobileTrend for this venture.

As a part of the Air France campaign, Sybase 365 sent MMS push alerts to the mobile phones of more than 100,000 Air France Flying Blue members across the country, inviting them to take advantage of two special limited promotional fares to New York and La Reunion.

“Our objective was to capture mind share, keeping the Air France brand top of mind by communicating to the loyal Flying Blue members in an exclusive and innovative way.” said Julien Veillon, 360 Degrees marketing consultant for BETC EuroRSCG. “Sybase 365 enabled us to do this by providing high quality MMS alerts that added to the level of customer satisfaction and notion of unique rewards for frequent travelers.”

“It is a logical step for us to offer our clients an attractive and flexible ‘on demand’ alerts messaging system for brand campaigns and promotions,” added Veillon. “It is what brands want from mobile services today.”

“We are very pleased to be the technical mobile partner in this new initiative—a first for France,” said Olivier Gerhardt, sales director, Sybase 365 France. “Sybase 365 chooses strategic partnerships with advertising agencies such as BETC EuroRSCG, and mobile marketing experts like MobileTrend that we believe are the key to delivering a complete service to local and global brands.”


Sybase 365 is at the forefront of MMS connectivity and deployed the alert service across all three French mobile operators, ensuring that all Air France Flying Blue members received and were able to respond to the campaign.