| Title | #CONSIGNESAIRATP |
| Brand | RATP |
| Product/Service | SAFETY INSTRUCTIONS BY RATP |
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Entrant
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HAVAS PARIS Puteaux, FRANCE
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Idea Creation
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HAVAS PARIS Puteaux, FRANCE
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Production
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EXCUSE MY FRENCH Paris, FRANCE
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Production 2
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SCHMOOZE Paris, FRANCE
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Production 3
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HAVAS EVENT Puteaux, FRANCE
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Credits
| CHRISTOPHE COFFRE |
HAVAS PARIS |
EXECUTIVE CREATIVE DIRECTOR |
| JEREMIE POUCHIN |
HAVAS PARIS |
COPYWRITER |
| NATHALIE WINKELMANN |
HAVAS PARIS |
ART DIRECTOR |
| ANNE-LAURE COUMEL |
HAVAS PARIS |
AGENCY PRODUCER |
| PHITSANA DIEU |
HAVAS PARIS |
ART BUYER |
| ISABELLE CHEVILLON |
HAVAS PARIS |
ART BUYER |
| TOBATRON |
TOBATRON |
ILLUSTRATOR |
| CENTRAL ILLUSTRATION AGENCY |
CENTRAL ILLUSTRATION AGENCY |
AGENT |
| VIRGINIE MELDENER |
HAVAS PARIS |
AGENCY TV PRODUCER |
| KINOPRAVDA |
EXCUSE MY FRENCH |
DIRECTOR |
The Campaign
Our idea was to turn RATP into an airline for the duration of the campaign, and tell people about the safety rules in the same way as airlines do. We used subversive, attention-getting humour to increase awareness of the issue, beginning with a publicity stunt by cabin crew on the metro and RER network. We followed this up with posters to reinforce the message, again using an airline safety format, and a viral video presented by a rather unusual crew member...
Creative Execution
The campaign had three phases.
> It began with a publicity stunt, which got it off to a flying start by surprising people and making them aware of the hazards that lurk in the metro. Over one day, a team of 20 cabin crew took part in the publicity stunt across the RATP network, offering a humorous take on airline safety instructions.
> This was followed by a poster campaign on the network and on digital media. This consisted of eight visuals, and set out the key safety rules to follow on platforms and trains, again in an educational but humorous way. It also highlighted the potential consequences of failing to comply with these rules.
> Finally, and in similarly amusing vein, the film set out the instructions in the same way as on a plane, using RATP’s digital media and a sponsored 12-second pre-roll teaser version.
The campaign reached a very large audience, extending well beyond Paris, and went viral on social networks.
> 135 million media impressions
> 3,600 campaign mentions
> Videos of the publicity stunt were watched over 300,000 times
> Film was seen more than a million times
> 117 web, TV, radio, and print articles.
RATP was determined to change people’s behaviour, and decided to implement a unique safety campaign that would make a big impact. It used an offbeat and humorous style based on a single key idea: airline safety instructions. In order to maximise awareness and reach as many travellers as possible, it employed a multimedia campaign including significant PR and e-PR components, achieving wide coverage and reaching all kinds of people, including non-Parisians.
Passengers of all ages engage in high-risk behaviour that causes accidents. We approached this serious and important issue in a witty and unusual way to increase awareness of the issue, with posters on the metro and RER to reach regular travellers, and a social media campaign targeting more occasional users.