2H04

Short List
ClientSNCF
Category A05. Travel, Transport & Leisure
Title2H04
Product/ServiceTGV
Entrant BUZZMAN Paris, FRANCE
Idea Creation BUZZMAN Paris, FRANCE
Production BUZZMAN Paris, FRANCE
Production 2 PREMIERE FOIS PRODUCTION Paris, FRANCE
Production 3 SCHMOOZE Paris, FRANCE
Credits
Name Company Position
Rachel Picard SNCF General Director

Isabelle Bascou-Debleme SNCF General Secretary
Delphine Nathan SNCF Communication Director
Maële Mauget SNCF Communication Manager
Georges Mohammed-Chérif BUZZMAN President & Executive Creative Director
Thomas Granger BUZZMAN Vice-President
Julien Levilain BUZZMAN Managing Director
Julien Doucet BUZZMAN Art Director
Lilian Moine BUZZMAN Copywriter
Thibault Picot BUZZMAN Art Director Assistant
Thomas Crouzet BUZZMAN Account Director
Clément Scherrer BUZZMAN Strategic Planner
Amélie Juillet / Kenza Bennani BUZZMAN Head of PR & Communication / PR Assistant
Victoria Morin BUZZMAN PR & Communication Assistant
Vanessa Barbel BUZZMAN Head of TV Production
Katya Violi / Saveria Besset BUZZMAN TV Producer / TV Producer assistant
Première Fois Productions Première Fois Productions Production Agency
Schmooze Schmooze Sound Production
Kim Chapiron Kim Chapiron Director
Rudy Taieb Rudy Taieb Producer

The Campaign

Reducing the travel time to 2h04 is actually not that good of a change for those who like to watch movies during their journey … To avoid any passenger frustration, TGV’s Client Relationship Manager decides to fly to Hollywood to convince the film industry to shorten its movies. She ends up on the set of Costner’s next superproduction and persuades him to edit it in less than two hours.The digital video has been promoted with an outdoor campaign just like a blockbuster. After having convinced Costner, she has decided to issue letters in the press to the Cannes Film Festival President and to Hollywood’s most famous directors urging them to produce movies that could be watched in the TGV. Finally, in theaters, just before any over 2-hour-long movies, TGV has broadcasted a warning telling the audience they would not be able to watch these movies during their travel.

Creative Execution

Overall, the campaign lasted three weeks. First, on May 10th, we launched the outdoor campaign that promoted the digital video like an upcoming blockbuster and we also released a trailer of our film. A few days later, we released the film that quickly went viral on YouTube and Facebook. On May 17th, the opening day of the Cannes Film Festival, we issued our first letter in the press to Almodóvar who was the President of the Jury. We then published the other letters until the end of the Festival on May 28th. In parallel, we broadcasted our warning in the theaters during the two weeks of the Festival during which they experience a record crowd.

Results

It was impossible to miss the launch of the new Paris/Bordeaux travel time. Within just a few hours of launching, the campaign became a trending topic on Twitter generating 66,5M media impressions. The 4-minute video has been watched over 7M times and France’s leading VOD website even spontaneously listed under 2h04 films, pending the result of our efforts to shorten films. But what’s most important is that we’ve sold 1M tickets to Bordeaux for the 2017 summer, which is 40% higher than last year ! It seems that communicating the good news through the unique inconvenience was apparently a winning strategy.

When the French railways shorten their travel times, Hollywood must shorten its films. This is the idea that we’ve developed on several media platforms to promote the launch of the new Paris to Bordeaux in 2h04 train line. The results were tremendous because TGV has sold 1 million tickets to Bordeaux for the 2017 summer, which is 40% higher than last year !

Our strategy was to communicate the good news (the new travel time) through the unique inconvenience of this remarkable achievement. Our idea is based on a strong insight: 63% of the French like to watch movies on the train. This figure is even higher for those who travel to Bordeaux for most of them belong to the AB+ category. Since they are around forty, we’ve chosen Kevin Costner for our endorsement because he is an iconic star of the 90’s and famous for his long movies. We’ve also decided to launch our campaign during the Cannes Film Festival in order to « hack » this event and gain media coverage.