Thalys - "Sounds of the City"

ROSA PARIS

ROSA PARIS Paris, Francia

Premi

61170

Marca: Thalys
Paese: Francia

Cliente: Thalys

Titolo	Sounds of the City
Agenzia	ROSA PARIS
Campagna	Sounds of the City
Cliente	Thalys
Marca	Thalys
Data di Prima Diffusione/Publicazione	2015 / 5
Settore	Trasporto Aereo, Ferroviario, Automobilistico, Marittimo.
Trama	The Thalys train network connects cities in France, Belgium, Germany and Amsterdam. The cities are close enough to each other that a trip from one to the other might not feel very exotic. Thalys promote holidays as part of their ticket sales strategy, and their challenge is how to make these destinations look fresh and exciting. How to make Brussels exciting to a Parisian? How to make someone from Dusseldorf visit The Hague?
Problema	The Brief This campaign targeted casual, weekend travellers. But the expectation with activations such these billboards is that people will be motivated to book a holiday, and will pull out their cellphone and start exploring tickets and prices that they will book on the spot, or more likely back at home once they are in front of a laptop. How the final design was conceived Thalys often advertise their train destinations as a way of selling tickets, and they're always looking for fresh ways to present them. Most pedestrians carry a pair of headphones with them these days, so why not advertise a city with sound? We captured the sound identities of Paris, Brussels and Amsterdam, and integrated them into three adapted billboards. Each city was represented by over 1000 sounds. Each sound was accessed via a unique headphone jack. The sounds included overheard conversations, street musicians, language lessons, market sellers, church bells, scam artists routines, and hundreds more. Indication of how successful the outcome was in the market We changed perceptions about nearby cities on the network. Thousands of people interacted with the installations. Tickets for the three holiday weekends in May sold out fast. Visits to Thalys.com spiked by 20,000 impressions, a 58.5% increase on the average for that time of the year.
Tipo di Media	Case Study
Lunghezza	104 seconds
Market	Francia
Chief Creative Officer	Jean-Francois Sacco
Chief Creative Officer	Gilles Fichteberg
Casa di Produzione	Birth Productions
Creative Director	Mark Forgan
Creative Director	Jamie Standen
Copywriter	Lucile Briotet
Art Director	Olivier Lafaysse
Account Manager	Camille Hemet
Sound	Schmooze
Managing Director	Delphine Drutel
Founder	Jean-Patrick Chiquiar
Founder	Jean-Francois Sacco
Founder	Gilles Fichteberg
Director	Vincent Rodella
Executive Producer	Hugo Legrand
Sound Producer	Matthieu Sibony
Casa di Produzione	Birth Productions
Sound	Schmooze