Cannes Lions

RATP Chorale de Noël

WE ARE SOCIAL, Paris / RATP / 2019

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Overview

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Credits

Overview

Background

The Paris Metro is one of the busiest subway systems in the world and it is a brand the Parisians love to hate because of train delays and strikes. What is less talked about is the fact that the Metro filled with music, with more than 300 buskers entertaining the millions of passengers that travel on the capital’s underground every day. For Christmas 2018, Metro operator RATP Group wanted to showcase the supreme talents of its musicians and spread some seasonal cheer not only across Paris but around the world. Crucially, RATP wanted to generate some much needed positive conversations on social media.

Idea

We created the Metro Choir by handpicking six RATP musicians, each with their own unique skill, ranging from singing to beatboxing, to perform a capella version of Jingle Bells. We crafted their performances to create the first interactive song written exclusively for Instagram - elevating them and RATP Group to a whole new platform.

Strategy

We wanted to showcase the Metro musicians to the world, generate positivity for RATF on social media and change consumer perceptions. So we harnessed the power and universal appeal of Christmas music and turned the Metro buskers into a choir for the Instagram age.

Fans were invited to not only enjoy the choir’s song but to join the choir themselves by submitting their own videos singing along on social media.

The campaign took inspiration from US TV host Jimmy Fallon and American hip-hop band.The Roots, who have performed a cappella covers of numerous songs together on Fallon’s The Tonight Show, including a version of ‘We Can’t Stop’ with Miley Cyrus.

Execution

Each musician was invited to record and perform a portion of the song to feature in an Instagram Story. As a new story appears the next performer’s voice overlaps with the previous one, until the final frame – where all six musicians come together as a choir in their unique version of the Christmas classic.

The Metro Choir song, with a mashup video featuring the six musicians singing together, was launched on RATF’s Instagram feed and shared on Facebook, Twitter and Youtube using the hashtag #ChoraleDuMétro.

People were encouraged to create their own versions with friends and family using several phones to play different soundtracks featured on RATP’s Instagram channel from December 20th through to January 1st.

Outcome

The campaign made a big impact. It reached 54,000 people on Instagram, attracted a Facebook audience of 85,000 and got 135,000 Twitter impressions. It achieved a 3% engagement rate on Facebook. The campaign was the most successful for RATP in terms of organic reach over the past 12 months.

A total of 150 people created their own versions of the Metro Choir song within the first 24 hours of the campaign launch.

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