| Title | SOUNDS OF THE CITY |
| Brand | THALYS TRAIN NETWORK |
| Product/Service | HIGH-SPEED RAIL TRAVEL |
| Category |
A07. Use of Print or Standard Outdoor in a Promotional Campaign |
|
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 |
The Brief
The Thalys network connects France, Belgium, Germany and Holland. Their destinations are relatively close to each other – close enough to not appear very exotic! Many Parisians, for example, find imagine why anyone would bother visiting Brussels. By using a new way to showcase the character of a city, sound, we hoped to break through this apathy.
Campaign Success
Thalys advertise their destinations to sell tickets. The campaign ran in three cities over a couple of weeks. The Paris billboard was displayed in Amsterdam, the Amsterdam billboard in Brussels, and the Brussels billboard in Paris.
Describe the success of the promotion with both client and consumer including some quantifiable results
We changed perceptions about nearby cities on the network. Thousands of people interacted with the installations.
Tickets for the three holiday weekends in May sold out fast.
Visits to Thalys.com spiked by 20,000 impressions, a 58.5% increase on the average for that time of the year.
Explain why the method of promotion was most relevant to the product or service
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 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.