Cannes Lions

TGV TRAIN SERVICES

MRM PARTNERS, Paris / SNCF (NATIONAL RAILWAYS) / 2005

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Overview

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Overview

Description

How do we design material that is simultaneously premium and offbeat as a vehicle for the advantages of the TGV? How do we attract the attention of the target audience and ensure that they will pick up and keep the material for optimal memorisation of its messages?Answer: creation of material that takes the opposite tack to official language. Choice of "teaser" material without cover logos. Design of a high-quality, 20-page brochure with an underlying idea, "Taking advantage", differently expressed on each page: "Take advantage of the TGV to travel the way you want to", "Take advantage of the TGV to relax".

Outcome

Brochure distribution: Insert in L'Equipe Magazine (26/03), L'Express (11/04), ELLE (11/04), Le Nouvel Observateur (14/04) & Têtu (20/04): 1,663,396 copies. Available free by self-service in SNCF outlets: 70,000 copies. Distribution by stewardesses on board: 26,000 copies.RESULTS AND OVERVIEW; No results as yet; the main distribution of the brochure will commence the week beginning 11/04/05.

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