| Title | TWENTY |
| Brand | OUIGO - SNCF |
| Product/Service | OUIGO |
| Category |
E05. Influencer / Talent |
|
Entrant
|
ROSAPARK Paris, FRANCE
|
|
Idea Creation
|
ROSAPARK Paris, FRANCE
|
|
Media Placement
|
ZENITH Paris, FRANCE
|
|
Production
|
STANDARD FILMS Paris, FRANCE
|
|
Production 2
|
GRABUGE PRODUCTIONS Versailles, FRANCE
|
|
Production 3
|
POSTER 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 |
| Julien Saurin |
ROSAPARK |
Art Director |
| Nicolas Gadesaude |
ROSAPARK |
Copywriter |
| Alice Moitié |
STANDARD |
Director |
| Delphine Drutel |
ROSAPARK |
Managing Director |
| Sacha Lacroix |
ROSAPARK |
Managing Director/Head of Strategic Planning |
| Lucile Wissocq |
ROSAPARK |
Account Director |
| Ilana Descourtieux |
ROSAPARK |
Account Manager |
| Elodie Jonquille |
ROSAPARK |
Head of TV Production |
| Cyril Haoual |
ROSAPARK |
Assistant Art Director |
| Cassandre Géron |
ROSAPARK |
Social Media Strategist |
| Thibaut Thureau |
ROSAPARK |
Social Media Strategist |
| Melanie Colleou |
ROSAPARK |
PR Co-ordinator |
| Julie Matthieu Moreau |
STANDARD |
Producer |
| Justine Sautrey |
STANDARD |
Production Manager |
| Mohamed Elarche |
STANDARD |
First Assistant Director |
| Marco Graziaplena |
STANDARD |
Director Of Photography |
| Lucie Libotte |
STANDARD |
Production Designer |
| Clelia Cazals |
STANDARD |
Stylist |
| Sophie Reine |
n/a |
Editor |
| Stéphane Rapebach |
OUIGO - SNCF |
Managing Director |
| Najoua Ben Jemaa |
OUIGO - SNCF |
Marketing, e-Commerce & Communications Director |
| Juliette De Beaupuis Daumas |
OUIGO - SNCF |
Brand and Communications Manager |
| Lisa Mangin |
OUIGO - SNCF |
Communications Project Manager |
| Alexis Toutain |
OUIGO - SNCF |
Head of Social Media |
Background
OuiGo is the French low-cost high-speed train service. They have great deals for people in their twenties, offering them the possibility of travelling around France. Twentysomethings always want to spend less but live more. In France, one very famous singer sang about this youth and its attitude to life: Charles Aznavour. He passed away at the end of 2018. We wanted to pay tribute to this French music legend and encourage young people, who he loved to sing about, to travel and live by taking advantage of the great deals on offer from OuiGo.
Describe the strategy
Our target group, twentysomethings, is very active on social media and highly receptive to influencers. According to studies, 60% of people in their 20s discover products through Instagram and influencers, so we knew we had to put the film where our target group spends most of its time. We then went one step further and chose a director who was herself a well-known influencer and would be the best person to talk to our audience. Alice Moitié is a 26-year-old director and a major influencer, followed mainly by people in the same age bracket as her. She was the first person to share the film with her community. Charles Aznavour’s song provided our modern images with moving poetry, taking the film beyond its original target and creating a transgenerational film, which became something to share, appealing to people in their 20s, but also to anybody who’s ever been 20.
Describe the execution
Charles Aznavour’s song is ageless and provided our modern images with moving poetry. The director didn’t know the target, but in fact was the target. She chose the location, the casting and the production design as if it were a film about her own life. We filmed the clip in a very realistic manner, using funny life hacks you use when you’re young and when you have to choose very carefully what you do with your money. With a clickable link at the end, we revealed our offer that corresponded to their interests: living more, paying less…and having fun. The film first aired on Instagram and was then amplified on all major social media networks.
List the results
The director initially shared the film with her community and it was then amplified on all social media. The poetry of the film touched millions of people: Among the 9M people exposed to the content on the first day, more than 1.1M of them actually watched the film that same day generating 60K interactions and the highest ever engagement rate for the brand: 2.5%.
The campaign was launched without any media spending on YouTube and still generated 35K views in just 24 hours thanks to PR, Alice Moitie and various other French influencers.
All media included and after 18 days of airing, we reached 24M impressions, 4,6M views and 145K interactions.