| Title | SOUNDS OF THE CITY |
| Brand | THALYS TRAIN NETWORK |
| Product/Service | HIGH-SPEED RAIL TRAVEL |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
ROSAPARK Paris, FRANCE
|
|
Contributing Company
|
ROSAPARK Paris, FRANCE
|
|
Production Company
|
BIRTH Paris, FRANCE
|
|
Production Company 2
|
SCHMOOZE Paris, FRANCE
|
Credits
| 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 |
The Campaign
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 opted to excite people by giving them a taste of the sounds nearby cities.
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.
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.
Visits to Thalys.com spiked by 20,000 impressions, a 58.5% increase on the average for that time of the year.
This is branded content because it takes footage of a real life event – people experiencing an audible billboard – and mixes it with storytelling, in the form of a story about a sound engineer who travels around Paris, Belgium and Amsterdam, recording the sounds for the billboard.