Voyages-sncf.com: WELCOME AND GOODBYE by DDB Paris for Sncf

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Voyages-sncf.com: WELCOME AND GOODBYE

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Industry Books, Transport, travel & tourism, Railways, Website
Media Promo & PR
Market France
Agency DDB Paris
Director The Glue Story
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Account Supervisor Stephane Hardel
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Special Events and Stunt/Live Advertising Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser/Client: VOYAGES-SNCF.COM
Product/Service: ONLINE RAILWAY BOOKING SITE
Entrant Company: DDB PARIS, FRANCE
Advertising Agency: DDB PARIS, FRANCE

Executive Creative Director: Alexandre Hervé (DDB Paris)
Creative Director/Art Director/Copywriter: Alexander Kalchev (DDB Paris)
Creative Director/Art Director/Copywriter: Siavosh Zabeti (DDB Paris)
Account Supervisor: Stephane Hardel (DDB Paris)
Account Manager: Fabien Donnay (DDB Paris)
Account Officer: Hélène Lardier (DDB Paris)
Production: - (Moonwalk Films)
Director: The Glue Story (Moonwalk Films)
Post Production: - (Nightshift)
Sound Production: - (THE)

Results and Effectiveness:
With over 2 million views and 15 thousand new Facebook fans in under a week, “Welcome and Goodbye” is the most successful Voyages-SNCF campaign to date.
The campaign was featured in numerous blogs, magazines and on TV channels, 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 second spectacular service that was launched in March 2011 and a third coming in the end of 2011.
Creative Execution:
We decided to create a series of extraordinary events for Voyages-SNCF’s customers. Services that nobody else would even dream of offering to their users.
The first in these services was the “Welcome and Goodbye” service, in which we went “Further than you imagined” for 5 of our customers, creating tailor-made welcome and goodbye surprise events for them at Paris’ East train station.
From Ninjas, through Clowns, 25 beautiful girls to a real Hard Rock band, each of the stunts proved that Voyages-SNCF really cares about their customers and knows the best way to make them happy.
Insights, Strategy and the Idea:
Voyages-SNCF is the French railways’ on-line 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 relaunch with a focus on personalized 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.