TWENTY

TitleTWENTY
BrandOUIGO - SNCF
Product/ServiceOUIGO
Category G04. Social Behaviour & Cultural Insight
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
Name Company Position
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

Why is this work relevant for Media?

We wanted to reach a specific audience: twentysomethings. This target group is very active on social media and highly receptive to influencers, so we knew where we needed to put our film. 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. 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.

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 creative idea / insights (30% of vote)

To pay tribute to the singer and to the youth he sang so well about, OuiGo, made a videoclip of one of his most famous songs: “Yesterday when I was young”. A clip that illustrates, with humour, the life hacks that twentysomethings love inventing. It’s an ode to youth, its carefree attitude and its ingenuity. Charles Aznavour’s song plays a very important part in the creative idea. It wonderfully illustrates this generation, who are constantly on the lookout for ways to pay less without ever living less, who find alternatives to expensive things and manage to live great moments even so. The song adds a certain poetry to these moments, making us feel that they’re rare and that we should enjoy them. The film talks to people in their 20s, but also to anyone who’s ever been 20.

Describe the strategy (20% of vote)

Twentysomethings want to live more while spending less. We wanted to show them that we understood this and illustrated our offer with this in mind. According to studies, 60% of people in their 20s discover products through Instagram and influencers and so we put the film where our target group spends most of its time. Also, the first person to share it on Instagram was Alice Moitié, the 26-year-old director of the film, but also a major influencer, followed mainly by people in the same age bracket as her. 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.

Describe the execution (20% of vote)

Charles Aznavour’s song is ageless and provided our modern images with moving poetry. We chose a director, who is also a well-known Instagram influencer. A 26-year old woman, who 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. The film first aired on Instagram and was then amplified on all major social media networks.

List the results (30% of vote)

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.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

People in their 20s have time but not a lot of money. So they want to pay less, but never to live less. This attitude leads them to imagine alternative systems for many things and to find life hacks wherever they can. We looked for these funny, ingenious little things to hack, and compiled them into a film (grilling a burger in the toaster, hiding holes in your tights with a black pen, doing the laundry when you’re having a bath …). The film is also about friendship, carefreeness and freedom…basically a film about youth.