| Title | EUROPE IS JUST NEXT DOOR |
| Brand | SNCF |
| Product/Service | TRANSPORT |
| Category |
A01. USE OF SCREENS IN A MEDIA CAMPAIGN |
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Entrant Company
|
TBWA\PARIS, FRANCE
|
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Advertising Agency
|
TBWA\PARIS, FRANCE
|
|
Media Agency
|
ZENITHOPTIMEDIA Paris, FRANCE
|
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Production Company
|
STINK Paris, FRANCE
|
Credits
| Philippe Simonet |
TBWA PARIS |
Creative Director |
| Sebastien Guinet |
TBWA PARIS |
Art Director |
| Josselin Pacreau |
TBWA PARIS |
Copywriter |
| Barbara Dalibard |
SNCF Voyages |
General Manager |
| Olivier Reinsbach |
SNCF Voyages |
Communication Director |
| Luc Bourgery |
TBWA PARIS |
General Manager |
| Maxime Boiron |
ELSE |
Head Of Tv |
| Virginie Chalard/Blaise Izard |
ELSE |
Tv Producers |
| Nathan Besse |
STINK |
Film Director |
| Sylvaine Mella |
STINK |
Producer |
| Elise Gamboa |
ELSE |
Post Producer |
| Sophie San |
FIRM STUDIO |
Post Producer |
| Pierre Edelman |
STINK |
Director Of Photography |
| Florent Brown |
|
Music |
| Anais Khout |
ELSE |
Sound Designer |
| David Amsallem |
|
Sound Designer |
| Anne Szymkowiak |
STINK |
Color Grading |
| Hugo Lemant/Nicolas Gerard |
STINK |
Film Editors |
| Delphine Nathan/Charlotte Taieb/Nihan Angrimangi |
SNCF Voyages |
Advertiser Supervisors |
| Stephanie Chevallier/Edouard Manhes/Justine Myard Guidi/Morgane Lejeau/Corinne D |
TBWA PARIS |
Account Managers |
Results and Effectiveness
A successful campaign for the brand:
92% of the tickets have been sold.
134% of achieved objectives on the axis Stuttgart/Munchen.
115% of achieved objectives on the axis Lausanne/Berne.
1200 tickets sold per day during the promotion.
1 050 000 views of the video on Youtube without media to date.
1.12% click through rate (when the average rate stands between 0.10% and 0.20%).
+ 26% in the post-test for the index 'SNCF is a brand which proposes travel destinations of the
big cities of Europe.'
27 million contacts through the Web.
A campaign which consumers liked:
94% of the people polled liked the campaign
Creative Execution
For two days, we installed 5 doors in France and linked to 5 doors in European cities with a
distinctive scene played out for each one: Barcelona, Milan, Geneva, Stuttgart and Brussels.
This event is based on a double technological achievement: providing a spotless real-time
experience thanks to a satellite connection and a custom-made digital screen that fit perfectly
inside a doorframe.
To increase the effectiveness of the campaign, an ambitious mediaplan was set up:
- Movie theatres
- Massive posters in the Parisian metro and on buses
- POS-advertising
- Display
- Pre-roll
Insights, Strategy and the Idea
Business, marketing & communication objectives :
In France, the majority of people think, wrongly, that the TGV (the high speed train of the French
national railway company SNCF) only serves French cities and does not go beyond the country's
borders.
So how can we make French people realize that European destinations are easily accessible,
direct and center-to-center?
The idea :
What if you are able to open a door and in just a second, travel from France to another large
European city?
We made this a reality with interactive doors creating a multicultural experience for French
pedestrians with their European neighbors.