THALYS RENOVATION by Proximity Paris for Thalys

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THALYS RENOVATION

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Industry Railways, Public Transport, Mass Transit
Media Promo & PR
Market France
Agency Proximity Paris
Creative Director Valerie Levy-Harrar
Copywriter Nicolas Demeersman, Grégory Tormo
Creative Pavel Dedkov - Kurt Novack
Released August 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: THALYS
Product/Service: TRAINS
Agency: PROXIMITY BBDO
Date of First Appearance: Aug 25 2010
Entrant Company: PROXIMITY BBDO, Boulogne-Billancourt, FRANCE
Brand Communication Director: Jeremie Zeguerman (Thalys)
Communication Manager: Laetitia Deville (Thalys)
General Manager: Nicolas Simmonet (Proximity BBDO)
Creative Director: Valérie Levy Harrar (Proximity BBDO)
Creative: Kurt Novack
Artistic Director: Eric Perrin (Proximity BBDO)
Copywriter: Grégory Tormo (Proximity BBDO)
Copywriter: Nicolas Demeersman (Proximity BBDO)
Client Manager: Capucine George (Proximity BBDO)
Project Manager: Julie Hassoun (Proximity BBDO)
Project Manager: Sophie Tripier (Proximity BBDO)
Project Manager: Edwin Stephenson (Proximity BBDO)
Project Manager: Marion Vo Van Thong (Proximity BBDO)
Art Buyer: Francine Jiminiga (Proximity BBDO)
Sound Designer/Motion Designer: Aymeric Lepage/Steve Morel (Proximity BBDO)
Media placement: Mini Posters - Trains - 25 August 2010
Media placement: Posters - Platforms Gare Du Nord (France) And Bruxelles-Midi (Begium) - 25 August 2010
Media placement: Flyers - Distributed By On-Board Staff And Available At Thalys Kiosks On Station Forecourts - 25 August 2010
Media placement: Mini-Leaflets - Distributed On Meals Trays - 25 August 2010
Media placement: Animated Banner - On Thalys.com And Partner Sites - 25 August 2010
Media placement: E-Newsletter - On Thalys Databases - 25 August 2010
Media placement: Media Relations Program - Put In Place In All Four Countries By Thalys. - 25 August 2010
Media placement: Video Banners - On Sharing Websites - 25 August 2010
Media placement: The Sale Advertised Via Small Ads - Press And On Websites - 25 August 2010
Media placement: Specialist Column - Generalist Daily Press - 25 August 2010
Describe the objective of the promotion.
HOW TO TURN OLD INTO NEW:
Thalys embarked upon a refurbishment programme of its trains and interior fittings.
How could this necessary “renovation” be turned into a positive event, enhancing the brand’s image?
Describe how the promotion developed from concept to implementation.
Transform the old Thalys furniture into “collector” items.
All collectors of rare and unusual items are invited to take part in an eBay auction placing bids on Thalys furniture.
Complete communication plan:
Mini posters on trains, posters on platforms, flyers distributed by on-board staff and available at Thalys kiosks on station forecourts, and mini-leaflets distributed on meal trays.
Animated banner on thalys.com and partner sites, dedicated section on the site and E-newsletter on Thalys databases.
A media relations programme put in place in all four countries.
Video banners on sharing websites, the sale advertised via small ads in the press and on websites, specialist small ads websites and journals and specialist column in the generalist daily press.
Explain why the method of promotion was most relevant to the product or service.
Seats, lamps, wastepaper bins etc. from refurbished trains are placed on Ebay in France, Germany, Netherlands and Belgium, with all proceeds going to UNICEF.
And in order to reinforce the idea that every item is in itself a unique piece with its own particular history, some items have been personalised by Sozyone, the famous Belgian graffiti artist.
Thalys is skilfully transforming a necessary update into a positive media event conveying the values of proximity and originality.
Describe the success of the promotion with both client and consumer including some quantifiable results.
- The “Collector by Thalys” operation on Ebay has proved highly popular with web users, raising 12,169 € for UNICEF.
- More than 60,000 visitors to the site.
- The operation promoted via TV shows on France 2 (Télématin) ad Canal + (The Morning).
- Postings on more than 45 blogs.
- Hidden camera footage viewed 82,092 times on YouTube.