| Title | HAPI |
| Brand | TRANSILIEN |
| Product/Service | APP |
| Category |
C01. Mobile Applications |
|
Entrant Company
|
BEING Boulogne Billancourt, FRANCE
|
|
Advertising Agency
|
BEING Boulogne Billancourt, FRANCE
|
|
Production Company
|
OD&B Limoges, FRANCE
|
Credits
| ANTOINE LESEC |
BEING |
CEO |
| MARIANNE AZOULAY |
SNCF |
HEAD OF "SNCF/HERITAGE" SERVICE |
| ELZEAR DE TRENTINIAN |
BEING |
DIGITAL ARTISTIC DIRECTOR |
| SONIA MESTRE FERNANDES |
BEING |
DIGITAL CONSULTANT |
| CAMILLE DE MELLO |
SNCF |
PROJECT MANAGER OF "SNCF/HERITAGE" SERVICE |
Creative Execution
Hapi is available for free on French Google Play and App store. We created ads for each of the two benefits: 1) a culturally cool way to occupy your commute and 2) an easy way to find ideas for weekend trip. All of them reachable by train.
The only paid media was concentrated in 3 local Paris-area newspapers. Otherwise we targeted commuters where and when they were easiest to reach. On trains, train-info apps, social media (with an short film), an email to travel-pass owners and ads in the SNCF/STIF advertising travel publications.
Over 37 000 downloads in 7 months. More than 1400 conversations on the web, 35 articles and blogs and much television and radio coverage including Télématin, the most popular TV morning show in France. 4/5 on likeability. “Simple…enjoyable…educational…easy to use…cultural added value…I didn’t know there was so much history all around me…I will go to bed a bit less ignorant” were some of the comments online.
The English version for tourists is in production for 150 places.
The average time spent on SNCF’s commuter trains by many thousands of Parisians and suburbanites each day is an astounding 96 minutes.
Thousands of wasted hours, for a nation with a great passion for history.
So, considering that they live in one of the most culturally rich regions, SNCF/STIF decided to offer travellers the HAPI app, a free service to discover this wealth of culture as they pass it daily by train and even give them ideas for weekend trips with the family.
Over 650 geo-localised short stories they can read, or listen to, about castles, museums, artist’s houses, literary locations, forests, industrial history… surrounding their train station or their train line, near their train station or even searching for whatever tickles their fancy. The app is in collaboration with famous TV historian Franck Ferrand, who also has a shortlist of his 30 favourite places to see.