SNCF Digital, Design & Branding The Impossible Game by TBWA Paris

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The Impossible Game

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Industry Railways
Media Digital, Interactive & Mobile, Design & Branding
Market France
Agency TBWA Paris
Executive Creative Director Benjamin Marchal, Faustin Claverie
Creative Director Nathalie Huni Dan\paris
Art Director Yul Moreau
Copywriter Daniel Perez, Fabien Duval, Gilles Suprin
Illustrator Marie-Laure Cruschi
Production Dan Paris
Released March 2016


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Credits & Description

Agency: Tbwa\Paris
Brand: Sncf
Country: France
Advertising Agency: Tbwa\Paris
Entrant Company: Tbwa\Paris
Media Agency: Tbwa\Paris
Pr Agency: Tbwa\Paris
Production Company: Dan Paris, Boulogne-Billancourt
Additional Company: Dan Paris, Boulogne-Billancourt
Design Agency: Dan Paris, Boulogne-Billancourt
Web Developer: Vesna Ung (Dan Paris)
Ux Designer: Yann Lupion (Dan Paris)
Account Director: David Ruffier (Tbwa\Paris)
Technical Director: Ivan Zindovic (Dan Paris)
Web Designer: Tony Tran (Dan Paris)
Ux Designer: Alban Oujagir (Dan Paris)
Web Developer: Nicolas Rozen (Dan Paris)
Art Director: Yul Moreau (Dan Paris)
Motion Designer: Christophe Courty (Dan Paris)
Production Manager: Frederique Aucoin (Tbwa\Paris ​)
Business Director: Marc Fraissinet (Tbwa\Paris)
Illustrator: Marie-Laure Cruschi (.)
Production Manager: Aude Boyer (Tbwa\Paris)
Creative Director: Nathalie Huni (Dan Paris)
Web Developer: Thomas Ogier (Dan Paris)
Vice President: Philippe Simonet (Tbwa\Paris)
Web Developer: Antonin Anglade (Dan Paris)
Executive Creative Director: Benjamin Marchal (Tbwa\Paris)
Copywriter: Daniel Perez (Tbwa\Paris)
Sound Designer: Ferdinand Huet (\Else)
Copywriter: Gilles Suprin (Tbwa\Paris)
Web Developer: Glenn Pezier (Dan Paris)
Copywriter: Fabien Duval (Tbwa\Paris)
Executive Creative Director: Faustin Claverie (Tbwa\Paris)
5 challenges designed to provide a new gaming experience.Students take on five tasks representing future mobility challenges, from modelling a spare part or the future Transilien rail network, to managing passenger flows in a station or generating energy to power trains over increasingly long distances. Robotics with artificial intelligence, big data and 3D technologies are just some of the tools that are used in this third season.180 schools take on the five challenges which must be completed by 18 April 2016. At the end of this online competition, the top 50 players will win trips within Europe and France and GoPros depending on their ranking.The top 5 schools will qualify for the live grand final and SNCF will award the winners a special trip to go see one of the Group's major projects around the world.
The operation is still on air (ending 18th April). But for now, the results are very encouraging :•REACH : 28 269 visitors (3min14 average time)•ENGAGEMENT : 60% of these visitors play to the challenges•GAMING : 1 visitor on 3 uses the smartphone like a remote, and we notice that the 2 favorite challenges are the more interactive ones (N°1 & N°4). The maximum passed time is 49 minutes, and 29 minutes of using the gamepad. •RECRUITMENT PROCESS : 56% created profiles, 100 CV sent.
Campaign Description:
Welcome in the future of mobility !Basically, students in engineering schools are seduced by companies like Google for its innovative image, and think SNCF is dusty. So, we decided to create a corporate campaign which throw young engineers in the future !Indeed, with urban explosion, cities are becoming exciting playgrounds, an incredibly complex development for residents and especially the companies that transport them. Mobility will be a key issue in this new urban landscape and the industrial, technological and environmental challenges faced are enormous.
SNCF operates the country's national rail services, including the TGV (France's high-speed rail network). Its functions include operation of railway services for passengers or freight, and maintenance and development of rail infrastructure. It’s one of the biggest French company, who needs to hire 1.000 of the finest engineers every year to work on mobility projects, but it suffers from a lack of attraction for engineers who are finishing their school.That’s why every year SNCF invite them to play an online serious game to present the large variety of its high level engineer jobs.
The five challenges combine video, complex calculations and gaming interaction. CRAFT \ The experience is inspired from retro gaming universe. We worked with Marie-Laure Cruschi –illustrator and graphic designer specialised in modular forms- to give to the five challenges a figurative form and to express futuristic cities.UX AND UI DESIGN \ The whole site doesn’t have a traditionnal navigation bar : the userflow is based on a big timeline that gamer browses in a play/stop mode.GAMING INTERACTION \ It creates a new gaming experience where the smartphone become the gamepads : first the user connect his smartphone with the site using an email or text message system, and then he can use it like a remote !