Title	SNCF - HEXAGONAL
Brand	SNCF
Product/Service	BRANDING
Category	E07. Use of Original / Licensed / Adapted Composition
Entrant	PUBLICIS CONSEIL Paris, FRANCE
Idea Creation	PUBLICIS CONSEIL Paris, FRANCE
Media Placement	ZENITH Paris, FRANCE
Production	IC CONTENT Paris, FRANCE
Post Production	PRODIGIOUS Paris, FRANCE
Additional Company	SNCF Paris, FRANCE

Name	Company	Position
Marco Venturelli	PUBLICIS CONSEIL	President overseeing creativity
Mathieu Dubray	Publicis Conseil	Art Director
Tanguy Gallis	Publicis Conseil	Copywriter
Maud Robaglia	Publicis Conseil	Head of art
Chloé Doisneau	Publicis Conseil	Account Manager
Maho Benotmane	Publicis Conseil	Account Manager
Tristan de Laval	Publicis Conseil	Account Manager
Eva Chapiteau	Publicis Conseil	Strategic Planning
Raphaël Lévy	IC Content	Producer
Cyril Bettane	IC Content	Producer

Why is this work relevant for Entertainment?

This film is a powerful slam manifesto interpreted by Gaël Faye, a famous and recognized slam poet that proclaims with pride, emotions and humility all the commitments and the attachment that the brand, SNCF, has towards the French. A piece of music that capitalizes on the very famous and popular brand jingle of the brand.

Background

The SNCF is the national railway company since 1938. It has not just kept French people moving, it has been keeping French society moving, making travel accessible, but also being the institution at the vanguard of workers rights, fighting for the holidays where people can explore their country, defending the quality of life not just a quality of transport. This role is not without controversy, improvement means delays, defending workers rights means strikes and at these means, there is always a risk of a disconnection between the SNCF and the people it serves, because however philosophical you might be, waiting on a cold platform for a train is no joie de vivre. In a context where the whole world has been shaken up, SNCF deserves to be a source of stability and progress in France, that attachment needed to be made.

Describe the creative idea

The film shows that the railways of the SNCF are not just part of the French landscape, they are at the heart of French people’s lives. In fact, they are so much part of French life that they are a mirror of the French personality. Between the SNCF and the French people, it's more than just history: it is a past, a present and a future. And above all, shared humanity. To tell the story and bear witness to this unique bond, strong, certainly not always perfect, we have chosen a Frenchman, Gael Faye, a slam poet who embodies "all the French".

Describe the strategy

Despite being recognized as a company that is playing a major role in French employment, workers’ rights, accessible and sustainable mobility, today the brand image is affected by strikes, delays, breakdowns... A situation that is particularly problematic considering the opening of the railway competition that challenges the monopoly position of SNCF and brings in foreign railway companies. To reignite the once strong attachment the French had to the brand we needed to revive the reasons to love SNCF, make room for sincerity, humility and highlight the unique strength of its railway model. A railway model built on France fundamental values of universality, accessibility and social responsibility (inclusion, shared growth). A very French and unique railway model that has more than ever the ability to build the future of mobility and to embody a mobility every French aspires to.

Describe the execution

The film is made of different types of images, from different styles and colours with shots from life to depict this great diversity that makes France. With no filter, as true as possible to be anchored in the users’ real-life and showcase this unique bond between SNCF and the French from yesterday, today and tomorrow. The campaign was launched in France on August 29, 2020, for 2 weeks. The films of 1.30 min and the 3 edits of 30 seconds were broadcast on TV and digital.

Describe the outcome

The campaign reached many French people and managed to reinforce the image of the brand: - Over 114 million views on TV. - Over 18 million impressions on digital with 7,8 million videos that have been fully watched. - Over 41 000 interactions on social networks with 88% of positive comments. - 1 in 2 French people has a better image of SNCF after having seen the campaign.