| Title | #CONSIGNESAIRATP |
| Brand | RATP |
| Product/Service | SAFETY INSTRUCTIONS BY RATP |
| Category |
D01. Integrated Campaign led by PR |
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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 refer to a mode of transport where people were very used to being given safety instructions. We turned RATP into an airline for the duration of the campaign, and told 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…
Execution
> Monday 29 August, am: Exclusive press conference to launch campaign. A large number of journalists were invited.
> Monday 29 August: After the press conference, we invited the journalists to join us on the RATP system and watch the publicity stunt live. At the same time, the famous French blogger Dettachée de Presse shared it live with her community.
> Tuesday 30 August: Serge the rabbit, the RATP’s safety mascot, visited ten bloggers and gave them tote bags containing airline-related items. This was highly appreciated, and the campaign was given a lot of coverage as a result.
> Wednesday 31 August: Official launch of the film in partnership with the well known humorous blog Minute Buzz, which shared the video on Facebook.
This campaign reached a very large audience, not just Parisians, and went viral on social networks and elsewhere.
> 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.
Since the campaign took place from 29 August to 13 September 2016, it is still too early to measure its effect on behaviour.
The Situation
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.
The Strategy
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 it. At each stage of the campaign, we implemented a strong PR and e-PR strategy to reach as many travellers as possible. Before and during the campaign, we brought in journalists and other opinion leaders and achieved strong coverage in social networks and other media. This support significantly increased the campaign’s visibility.