SNCF DM FURTHER THAN YOU IMAGINED by DDB Paris

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FURTHER THAN YOU IMAGINED

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Industry Railways, Travel Agencies, Tour Operators & Travel Services
Media Direct marketing
Market France
Agency DDB Paris
Director Pleix, The Glue Story
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Account Supervisor Stephane Hardel
Released August 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: SNCF
Product/Service: RAIL TRAVEL
Agency: DDB PARIS
Date of First Appearance: Aug 30 2010
Entrant Company: DDB PARIS, FRANCE
Entry URL: http://www.ddbparis-campaignsonline.com/Vsc/
Executive Creative Director: Alexandre Hervé (DDB Paris)
Copywriter / Art Director: Alexander Kalchev (DDB Paris)
Copywriter / Art Director: Siavosh Zabeti (DDB Paris)
Account Supervisor: Stephane Hardel (DDB Paris)
Account Manager: Fabien Donnay (DDB Paris)
Account Officer: Hélène Lardier (DDB Paris)
Agency Producer: Julie Mathiot (DDB Paris)
Production Company: (Henry)
Director: Pleix (Henry)
Sound Production: (THE)
Construction of boxes: Guillaume Amossé
Director: The Glue Story (Moonwalk Films)
Production: (Moonwalk Films)
Media placement: Web films – 6 spots - Youtube - 30 August 2010
Media placement: Banners - Yahoo, ... - 30 August 2010
Media placement: Web films - 4 spots - Youtube - 15 March 2011
Media placement: Banners - Yahoo, ... - 15 March 2011

Describe the brief/objective of the direct campaign.
Voyages-SNCF is the French railways’ online booking site. With 9 million unique visits per month, it is one of the most visited sites in France. Our brief was to promote the site’s re-launch with a focus on customer services. We had to prove that their claim "Further than you imagined" can be taken not just literally, that you can go to any location on earth, but also that the brand goes further for their customers in every way possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To prove that Voyages-SNCF knows customer service best, we decided to create a series of extraordinary services for Voyages-SNCF’s customers.. The first in these was the “Welcome and Goodbye” service, in which we created tailor-made welcome and goodbye surprise events for 5 of our customers at Paris’ East train station. In the second service in the series - "The Escape Machine - we let people escape to any destination they wanted to by the simple push of a magical red button. We designed three celebrations that emerged out of a 3x3 meter black box that unfolded like a huge jack in the box.

Explain why the creative execution was relevant to the product or service.
The events promoted Voyages-SNCF’s incredible attention to each one of their customers and illustrated that they truly go ‘Further than you imagined’ for them. By creating tailor-made events for real customers (Facebook fan page), we captured our audience’s attention and it made our films genuine and connected us with our users. With both services, we proved that we know best our users and that we can take them to any destination, even outside of France.
At the end of the youtube video, viewers could push the button themselves and experience a first-person view of the "Escape Service". Thus, everybody who saw the video were not just passive viewers, but had the chance of escaping as well.

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.
Since the campaign has launched, the videos have been seen more than 6 million times, making it the most successful Voyages-SNCF campaign to date. The campaign was featured in numerous blogs, magazines and on TV channels, got more than 20 thousand tweets, but most importantly created a great deal of buzz around the unsurpassed attention to detail that Voyages-SNCF provides to their customers.
The campaign is on-going, with a third spectacular service coming in the end of 2011.