Winners & Shortlists

THE MOST SERIOUS GAME EVER

Gold Eurobest

Case Film

Presentation Board

TitleTHE MOST SERIOUS GAME EVER
BrandSNCF
Product/ServiceTRANSPORT
Category A08. DIGITAL DESIGN
Entrant Company TBWA\PARIS, FRANCE
Advertising Agency TBWA\PARIS, FRANCE
Advertising Agency 2 DAN PARIS Boulogne-Billancourt, FRANCE
Production Company \ELSE Boulogne-Billancourt, FRANCE
Credits
Name Company Position
Philippe Simonet TBWA PARIS Executive Creative Director
Nathalie Huni DAN PARIS Executive Creative Director
Marc Fraissinet/David Ruffier TBWA PARIS Account Managers
Ivan Zindovic DAN PARIS Technical Director
Sylvain Theyssens DAN PARIS Art Director
Gilles Suprin/Fabien Duval/Thomas Boudot DAN PARIS Copywriters
Muriel Mehong DAN PARIS Interaction Designer
Pierre Bouquet DAN PARIS 3d Designer/Art Director
Hugo Piquemal/Louis Ansa DAN PARIS Art Director Assistant
Christophe Courty DAN PARIS Motion Designer
Timothy J.reynolds . 3d Low Poly Designer
Maxime Boiron ELSE Head Of Tv
Severine Damolini ELSE Post Production Manager
Fanny Mithois ELSE Sound Designer
Valentin Gault ELSE 3d Motion Designer
Vincent Borreda DAN PARIS Digital Project Manager
Glenn Pezier DAN PARIS Technical Project Manager
Nicolas Rozen DAN PARIS Back End Developer
Emal Saifi/Antonin Langlade DAN PARIS Mobile Developer
Sylvain Tran/Geoffrey Mayeux 60 FPS Front End Developer

Brief Explanation

Describe the challenges and key objectives - Communicate on the diversity and level of excellence of the engineering jobs at SNCF. - Reinforce the connections between the company and the schools on social networks. - Build up a data base with students' CVs. - Attract the rare and sought after valedictorians.

The Brief

SNCF is the French National Railway Company. They have 250 000 employees in 120 countries. To stay dynamic in very competitive markets, the company needs to recruit new engineers, especially qualified young graduates. In 2014, SNCF launched a new online campaign to reach students.

How the final design was conceived

3 requirements: - Immersing students in a real video game but also in engineers' everyday lives - Guaranteeing HD contents and rapid downloading times. - Offering a multi-device game with the same experience quality on mobile and tablet. The Low Poly answered all of these requirements.

Indication of how successful the outcome was in the market

For this recruitment campaign, SNCF targeted 40,000 French students in their final year of studies. 150 out of 180 schools took part in the game. Out of 50,00O participants, only 17 managed to finish the game. In just 3 months, out of 5000 players, 950 applied for a job at SNCF (more than 1 in 5). Awards : Site of the Day on FWA, CSS Awards and Design Licks. Mobile of the Day on FWA. Type de sites qui ont partagé : Design, Plateforme de recrutement et Gaming