SNCF Ambient, Case study Etude de cas campagne IL N'Y A PAS DE PETITE INCIVILITE by TBWA Paris

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Etude de cas campagne IL N'Y A PAS DE PETITE INCIVILITE

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Industry Environmental & Animal Issues
Media Ambient, Case study
Market France
Agency TBWA Paris
Director Lars Blumers
Executive Creative Director Remi Noel, Eric Holden, Philippe Simonet
Creative Director Franck Botbol
Art Director Sébastien Skrzypczak
Copywriter Stéphane Kaczorowski
Producer Isabelle Dray, Justine Myard, Cathy Pericone, Jennifer Bauche
Account Supervisor Anne Vincent, Marc Fraissinet, Laure Lagarde
Released April 2012


Prix de la Campagne Citoyenne, 2013
The Winners Entreprises du Secteur Public ou Privé Lauréat Argent

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: SNCF
Product/Service: ANTI- LITTERING
Executive Creative Director: Eric Holden (TBWA\Paris)
Executive Creative Director: Rémi Noël (TBWA\Paris)
Executive Creative Director: Philippe Simonet (TBWA\Paris)
Creative Director: Franck Botbol (TBWA\365)
Art Director: Sébastien Skrzypczak (TBWA\Paris)
Copywriter: Stéphane Kaczorowski (TBWA\Paris)
Producer: Isabelle Dray (TBWA\Paris)
Producer: Justine Myard (TBWA\Paris)
Head Of TV: Maxime Boiron (\ELSE)
Producer: Cathy Pericone (\ELSE)
Producer: Jennifer Bauche (\ELSE)
Director: Lars Blumers
DOP: Laurent Tanguy
Lighting: Pierre Antoine Conan
Sound Design/Arrangement: (\ELSE)
Event: (Napoleon Events)
Event: (Double FX)
Event: (Caporal Films)
Account Supervisor: Anne Vincent (TBWA\Paris)
Account Supervisor: Marc Fraissinet/Laure Lagarde (TBWA\Paris)
Media placement: Press Campaign - PQR - 19 April 2012
Media placement: Banners - Dailymotion - April 2012

Describe the brief/objective of the direct campaign.
Context: papers dropped on the floor, no respect for people around, feet on seats, but also irritation and aggression.
Facing the worrying rise of these uncivil behaviours in stations and on trains, SNCF has decided to increase public awareness of the issue.
The whole aim is to let people know about those incivility problems yet without lecturing people nor disturbing the travelling experience.
Our strategy: let people have a tangible yet unexpected experience of incivility.
Our statement: there is no such thing as a little incivility

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An operation fully-dedicated to making people experience incivility and lead people to the same conclusion, that there is no little incivility.
At Marseilles train station, 2 giant sculptures (a cigarette, a piece of chewed chewing-gum) impede the way of 50,000 daily users. A print ad campaign reminds them of the most common incivilities: phones, feet on seats, irritation, insults... An event website to extend the in-station experience: a webcam broadcasts live videos of clients’ and SNCF staff members’ reactions.
A unique Dailymotion campaign, showing incivilities (cigarette smoke, chewing gum, loud conversation on the phone) disturbs the Internet user when he tries to view videos.

Explain why the creative execution was relevant to the product or service.
An experiential operation that allows us to approach the subject of incivility in an impactful and engaging way.
Both sculptures of the chewing gum and the cigarette allow us to approach the subject in a playful mode, so that people can be struck by the subject of incivility even before we talk about more severe and violent uncivil behaviours, such as insults, aggressions, etc.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In a single week, the campaign against incivilities raised the awareness of more than 600,000 travellers at the Marseilles' central train station. On the Internet, the campaign film has been shown on the main news channels' websites, on hundreds of blog posts and on the walls of thousands of Marseillais.
More than 1m media formats have been dynamically generated with a click rate almost 4 times bigger than the national average. Beyond the numbers, the vast majority of the people interviewed felt that the campaign against incivilities would have a positive impact on their future behaviour in the station.