SNCF DM SNCF DIRECT by TBWA Paris

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SNCF DIRECT

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Industry Railways
Media Direct marketing
Market France
Agency TBWA Paris
Creative Director Remi Noel, Eric Holden, Philippe Simonet
Art Director Alexandre Henry
Copywriter Thierry Buriez
Photographer Ronan Guillou
Account Supervisor Anne Vincent
Released September 2010

Credits & Description

Category: Traffic & Brand Building
Advertiser: SNCF
Product/Service: TRAVEL INFORMATION
Agency: TBWA\PARIS
Date of First Appearance: Sep 16 2010
Entrant Company: TBWA\PARIS, FRANCE
Entry URL: http://www.notsobadforfrenchy.com/sncf/sncfdirect/
Account Supervisor: Anne Vincent (TBWA\PARIS)
Advertiser's Supervisor: Anne-Sophie Lefebvre (TBWA\PARIS)
Creative Director: Eric Holden (TBWA\PARIS)
Creative Director: Remi Noel (TBWA\PARIS)
Creative Director: Philippe Simonet (TBWA\PARIS)
Copywriter: Thierry Buriez (TBWA\PARIS)
Art Director: Alexandre Henry (TBWA\PARIS)
Art Buyer: Dorothee Dupont (TBWA\PARIS)
Photographer: Ronan Guillou (TBWA\PARIS)
Web Creative Director: Nathalie Hui (TBWA\365)
Web Art Director: Guillaume Roukhomovsky (TBWA\365)
Web Art Director: Carlos Evangelista (TBWA\365)
Motion Designer: Cyrille Mace (TBWA\365)
Web Copywriter: Ahmed Abdellaoui (TBWA\365)
Media placement: OUTDOOR - DECAUX - 16/09/2010

Describe the brief/objective of the direct campaign.
SNCF’s customers are constantly looking for information concerning their train (schedules, traffic, etc), whether it is for their own journey or for their relatives. Furthermore, each request is specific and different. To meet these complex needs, SNCF launches a new service of real-time information called SNCFDIRECT.

TARGET AUDIENCE

For all travellers, frequent or occasional, taking long distance trains and/or commuter trains (Regional Trains, Transilien).
For those who want more information about their relatives’ journeys.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
COMMUNICATION OBJECTIVES

• To show the generous bearing of the brand: making easier the access to transparency information for its customers.
• To quickly develop the notoriety of the real-time information tools and getting customers use them.

Explain why the creative execution was relevant to the product or service.
The big idea of the campaign is “when we know, you know”:
• Clients have been given the opportunity to be shot with THE SNCF cap. It proves them that with SNCFDIRECT they can have the same info as SNCF agents.
• A digital centric plan of actions serve a real-time performance with interactive banners and a dedicated website, www.sncfdirect.com, where customers can upload their pictures making them integrally part of the campaign in real-time.
• A press and outdoor campaign has been set up to emphasize the generosity and transparency of the brand concerning information.

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.
3,000 people were shot in SNCF stations; more than 7,000 people uploaded a picture on the website and 800,000 people visited it. The average time spent per visit is 50 seconds.

The average clic rate for all banners campaign was 0,35%.

The mobile application was uploaded more than 1,5 million times.
3 weeks after the campaign, the SNCFDIRECT application was the 1st free application in Travel category (October, 27th iPhone ranking).