SNCF decided to bring alive a completely new experience for passers-by.

Regarding SNCF in France:

• SNCF (French National Railway Company) is France's national state-owned railway company. The SNCF operates rail services -including the TGV, France's high-speed rail network with more than 180,000 employees.

• SNCF is one of the French public service companies, that means it operates in a nearly monopolistic position on the French market.

SNCF transports more than 140 million passengers every year

=> no reglementary restriction applies to SNCF’s communication. However, all discourse must take into consideration trade unions and public opinion.

The creative execution

For two days, we installed 5 doors in France and linked to 5 doors in European cities with a distinctive scene played out for each one: Barcelona, Milan, Geneva, Stuttgart and Brussels.

This event is based on a double technological achievement: providing a spotless real-time experience thanks to a satellite connection and a custom-made digital screen that fit perfectly inside a doorframe.

To increase the effectiveness of the campaign, an ambitious mediaplan was set up:

- Movie theatres

- Massive posters in the Parisian metro and on buses

- POS-advertising

- Display

- Pre-roll

A successful campaign for the brand:

92% of the tickets have been sold.

134% of achieved objectives on the axis Stuttgart/Munchen.

115% of achieved objectives on the axis Lausanne/Berne.

1200 tickets sold per day during the promotion.

1,050 000 views of the video on Youtube without media to date.

1.12% click through rate (when the average rate stands between 0.10% and 0.20%).

+ 26% in the post-test for the index “SNCF is a brand which proposes travel destinations of the big cities of Europe.”

27 million contacts through the Web.

A campaign which consumers liked:

94% of the people polled liked the campaign (versus 70% on average according to Ipsos).