We created a pop-up which advertises the new catering service.

When the passenger flipped down their tray, a pop-up opens up and displays the products of the new catering service in a playful and interactive way. These helped the brands promote themselves in an engaging way.

This novel idea was certain to be seen by consumers as flipping down the tray is the first thing a passenger does. It is more striking than leaving leaflets on the seats.

The life-like nature of the pop-up opens up the consumer’s appetite.

To spread social networks with the new campaign, passengers could share their experience via #TGVmiam in exchange for Michel & Augustin’s chocolate

Other tactical supports were also used:

-bags and towels promoting the catering service

-posters in trains

-digital displays in stations

-radio communication and POS in Monoprix and Monop’daily shops

-communication on owned on-line and off-line media

- 35,000 Pop-Ups were set up and helped the campaign reach 100,000 people in the TGV (including the amount taken by passengers and shown to others)

- 80,235 impressions were generated by Pay with a Tweet.

- 250,000 people were reached through social networks.

- 75,162 impressions were achieved thanks to the activation of e-PR generated by the campaign (articles in blogs).

- Very positive consumer reactions

Ex : “SNCF + Monop’Daily = satisfied taste buds”, “TGVMiam, there’s something new in the TGV onboard bar!”, “ It is very good, I was even amazed at it”.