A05. Direct Response Print or Standard Outdoor, including Inserts
Entrant Company
ROSAPARK Paris, FRANCE
Advertising Agency
ROSAPARK Paris, FRANCE
Production Company
BIRTH Paris, FRANCE
Production Company 2
SCHMOOZE Paris, FRANCE
Credits
Name
Company
Position
Jean-francois Sacco
Rosapark
Co-founder Chief Creative Officer
Gilles Fichteberg
Rosapark
Co-founder Chief Creative Officer
Jean-patrick Chiquiar
Rosapark
Co-founder
Mark Forgan
Rosapark
Creative Director
Jamie Standen
Rosapark
Creative Director
Lucile Briotet
Rosapark
Copywriter
Olivier Lafaysse
Rosapark
Art Director
Delphine Drutel
Rosapark
Managing Director
Camille Hemet
Rosapark
Account Manager
Matthieu Sibony
Schmooze
Sound Producer
Sylvain Rety
Schmooze
Sound Mixing
Nicolas Majumder
Schmooze
Sound Editing
Raphael Ayache
Schmooze
Additional Sound Recording
Hugo Legrand
Birth
Executive Producer
Vincent Rodella
Birth
Director
Brief Explanation
May 2015 in France was a bonanza for holidays – 3 out of 4 weekends were holiday weekends! Thalys wanted to activate people to book tickets to visit cities on the Thalys train network. We recorded the sound identities of Brussels, Paris and Amsterdam and turned them into interactive installations. Each installation had more than 1000 sounds, including historical sounds from the archives of paris, and each sound was accessed via a unique headphone jack. Pedestrians used their personal headphones to interact with the installations. Multiple users could interact with the installation at the same time, all hearing different sounds.
Creative Execution
The ambient billboards were placed in high pedestrian traffic areas in Brussels, Paris and Amsterdam. The operation lasted a couple of weeks. The Brussels billboard was placed in Paris, the Amsterdam billboard in Brussels, and the Paris billboard in Amsterdam.
The campaign ran as planned.
Results
We changed perceptions about nearby cities on the network. Thousands of people interacted with the installations. Tickets for the three holiday weekends in May sold out fast.
Visits to Thalys.com spiked by 20,000 impressions, a 58.5% increase on the average for that time of the year.