MEDIAGARES - WELCOME BILLBOARD

TitleMEDIAGARES - WELCOME BILLBOARD
BrandMEDIAGARES
Category C03. Dynamic Digital Screens
Product/ServiceADVERTISING SALES AGENCY
Entrant BUZZMAN Paris, FRANCE
Idea Creation BUZZMAN Paris, FRANCE
Production NANO VILLE Joinville Le Pont, FRANCE
Credits
Name Company Position
Georges Mohammed-Chérif Buzzman President and Executive Creative Director
Thomas Granger Buzzman Vice - President
Julien Levilain Buzzman Managing Director
Philippe Boucheron Buzzman Art Director
Patrice Lucet Buzzman Copywriter
Victorine Rozon Jaricot Buzzman Art Director Assistant
Julien Liberge Buzzman Head of New Business
Clémence Potel Buzzman Account Manager
Antoine Tellerman Buzzman Account Executive
Amélie Juillet Buzzman Head of Communication & PR
Paul Renaudineau Buzzman PR & Communication Manager
Dee Perryman Buzzman Rights Management
Théo Berdrin Buzzman Lead Motion Designer
Marion Jamet Buzzman Motion Designer
Elliott Causse & Thomas Causse Nano Ville Directors

Write a short summary of what happens in the digital or ambient execution or campaign.

Mediagares, the number one DOOH display network in french stations, wants to show that its screens can do more than just show 10-second video loops. They can be much more creative. How about launching an innovative media project to appeal to the million travellers who say goodbye in train stations every day? This is: "Welcome Billboard. Surprise your loved ones when they arrive." After saying goodbye to your loved ones, you create a video for them in the Welcome Billboard app, and then you select their arrival station and time. Your video message is then displayed on the DOOH screens when they arrive at their destination. The message follows them through the train station thanks to ultra-precise geolocation.

Cultural / Context information for the jury

Everyday in France around 10 millions of people are travelling by train: for work, to travel or to go back home... We have observed a progression of 45% of people taking the train in the 10 past years. The network is evolving, the digital equipment such as the screens are used to entertain millions of people every year and brands are using this media to touch them in these real lifetime and consommation moments. So why not use these screens to re-integrate a human touch and capture people travelling. Making them smile, suprising them in a moment they are not expecting: this is what they are looking for. This is what we wanted to catch: this progressive audience, that is more and more connected but less and less connected to their loved ones.

Tell the jury about the animated / interactive / dynamic component of the work.

The animated and dynamic content was broadcast on more than 735 screens, in 22 train stations, for 52 days! The campaign was fully developed to be visible in each corner of a train station: - Didactic videos broadcast during 8 weeks: A short didactic video of 10s to teach and show step by step how the operation worked and how to send a personal message - Print campaign: 3 differents iterations to support the campaign during 8 weeks, and giant posters on stategic walls - Personal contents themself, visible on the screens each time someone recorded a message through our web application - Web application: the link was written on all the components, and accessible on mobile and tablets.The web application was an fast way to ask people to register a message. We used the nearest user experience of a booking ticket application: only 3 steps to send to video