Thalys - "Sounds of the City"

ROSA PARIS

ROSA PARIS Paris, Francia

Premios

61144

Marca: Thalys
País: Francia

Anunciante: Thalys

Título	Sounds of the City
Agencia	ROSA PARIS
Campaña	Sounds of the City
Anunciante	Thalys
Marca	Thalys
Fecha de primera difusión/publicación	2015 / 5
Sector Empresarial	Transportes aéreos, de carreteras y marítimos, ferrocarriles
Sinopsis	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.
Medio	Case Study
Duración	104 seconds
Mercado	Francia
Responsable de la creación	Jean-Francois Sacco
Responsable de la creación	Gilles Fichteberg
Productora	Birth Productions
Director creativo	Mark Forgan
Director creativo	Jamie Standen
Responsable de conceptos / redactor	Lucile Briotet
Director artístico	Olivier Lafaysse
Responsable de cuentas de agencia	Camille Hemet
Sonido	Schmooze
Managing Director	Delphine Drutel
Founder	Jean-Patrick Chiquiar
Founder	Jean-Francois Sacco
Founder	Gilles Fichteberg
Realizador	Vincent Rodella
Productor ejecutivo	Hugo Legrand
Productor de sonido	Matthieu Sibony
Productora	Birth Productions
Sonido	Schmooze