Winners & Shortlists


TitleTHE 1 000 000 CLICKS BANNER
Category D01. WEB BANNER
Entrant Company TBWA\PARIS, FRANCE
Advertising Agency TBWA\PARIS, FRANCE
Name Company Position
Francois Bitouzet Voyages Communication Director
Anne Vincent TBWA PARIS Executive Vice President
Franck Botbol/Hugues Cholez TBWA PARIS Creative Directors
Laure Lagarde/Justine Myard Guidi TBWA PARIS Account Managers
Claire Dubosc/Nicolas Moreau TBWA PARIS Art Directors
Glen Troade/Romain Mallet TBWA PARIS Copywriters
Capucine Gagnez Voyages Advertiser Supervisor

Creative Execution

Our message: the website is the easy way to organize your European train travel. Our idea was to demonstrate that is the easy way to book your train travel across, by showcasing other, more difficult & complicated ways to get tickets. Through fun and interactive banners, we invite people to try winning train tickets the hard way, like : The ‘1,000,000 clicks banner’, which takes more than 1 full day to achieve with an over trained forefinger.

The final click rate was up to 6 times higher than the average rate in the UK. (587 miles banner : 4,5%, 1 million clicks banner : 2,1%, 24h banner : 2,3%) The average time spent by psychopaths banner players was more than 1 minute (01’19’’) And the most surprising, 7 players managed to finish one of those psychopaths banners. (5 winners for the 24h banners and 2 for 587 miles banner).

In December, changed to Compared to Eurostar, for example, the travel website had low awareness (25% vs. 95%), and needed to reposition themselves as the European rail experts. The objective was to drive traffic to and develop strong awareness of the brand in the UK. Our target audience was people interested in European train travel with a strong focus on young Londoners. Our strategy was to launch a strange, unusual and playful contest to win train tickets to European cities with a simple message. The easy way to win train tickets was to go to the brand’s website and answer silly questions. And the other way was to grab the tickets directly from the banners. Which was almost impossible to do. Except for a couple of psychopaths…