| Title | SOUNDS OF THE CITY |
| Brand | THALYS TRAIN NETWORK |
| Product/Service | HIGH-SPEED RAIL TRAVEL |
| Category |
H02. Branded Tech off-line (incl. Digital Installation/Exhibit) |
|
Entrant Company
|
ROSAPARK Paris, FRANCE
|
|
Advertising Agency
|
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 |
Creative Execution
We captured the sound identities of Paris, Brussels and Amsterdam, and integrated them into three outdoor installations. Each city was represented by over 1000 sounds. Each sound had a unique headphone jack.
The sounds included overheard conversations, street musicians, language lessons, market sellers, church bells, scam artists routines, and hundreds more.
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.
We filmed the public interacting with the billboards and created a short piece of film content that was shared online.
Visits to Thalys.com spiked by 20,000 impressions, a 58.5% increase on the average for that time of the year. Trains on the holiday weekends concerned were booked out.
May 2015 in France was a bonanza for holidays – 3 out of 4 weekends were holiday weekends! The Thalys train service 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. It is standard for Thalys to promote destination cities in order to sell tickets to those cities. But usually, the cities are usually promoted with images. It was a new approach to try and promote these cities with sounds.