THE 1 000 000 CLICKS BANNER
|Title||THE 1 000 000 CLICKS BANNER|
||D01. WEB BANNER|
||Executive Vice President
|Franck Botbol/Hugues Cholez
|Laure Lagarde/Justine Myard Guidi
|Claire Dubosc/Nicolas Moreau
|Glen Troade/Romain Mallet
Our message: the website uk.voyages-sncf.com is the easy way to organize your European train travel. Our idea was to demonstrate that uk.voyages-sncf.com 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, RailEurope.com changed to uk.voyage-sncf.com.
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 uk.voyage-sncf.com 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…