OUIGO, SNCF Voyageurs' low-cost offering, will continue to serve the Alps (Grenoble, Albertville, Moûtiers, Aime-la-Plagne, and Bourg-Saint-Maurice) until the end of March 2022, with adult fares starting at just ten euros from the Île-de-France area. OUIGO has positioned itself in an unexpected location to publicize this new offer with a new campaign from agency ROSA PARIS.
After tormenting idle drivers last summer with "Traffic Jams," a campaign that featured advertisements on the backs of trucks, OUIGO is getting creative with its use of media space once again, this time by "hijacking" the snow cameras at the ski resorts it services.
Ski slopes remained blocked for two years due to covid. When they reopened, web traffic to internet snow cams increased significantly – ski enthusiasts eager to return were eagerly monitoring snow conditions. OUIGO stole the snow cameras of l'Alpe d'Huez and Les Contamines, two renowned ski resorts, by placing bespoke billboards directly in front of them.
For five days, our billboards were aired live on the ski resorts' websites, where visitors could order tickets immediately.
OUIGO is once again attempting to forge a relationship with winter sports fans, many of whom still prefer their automobile over the train when it comes to getting to destinations. There is no more cheap or more environmentally friendly mode of transport today than the railway, especially given that visitors' automobiles presently account for between 50% and 80% of a resort's carbon footprint.
AGENCY CO-FOUNDER: What's cool about this idea is that by hijacking the snow cams of ski resorts, the Ouigo brand is occupying a communication space that no one has yet invested in, in a playful and offbeat way. And by doing so, it’s almost the creation of a new media: the Webdoor.
NANCY GRAVEL JACQUEMOUD, MARKETING, AND COMMUNICATIONS MANAGER
AND COMMUNICATION MANAGER OF THE CONTAMINES: The idea of making people dream from a distance with the view of our snow cams while promoting the idea of reducing the carbon footprint at the resort is totally in line with our objectives! Thank you Ouigo!
Brand Management : Najoua Ben Jemaa, Maxime Legrand, Lisa Mangin, Blandine Blanchard
CREATIVE AGENCY: ROSA PARIS
Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg and Jean-François Sacco
ECDs : Gilles Fichteberg and Jean-François Sacco
Creative Directors : Julien Saurin and Nicolas Gadesaude
Copywriter : Juliette Jaouen
Art Director : Safa Boughida
Digital Copywriter : Naïm Souilem
Digital Art Director : Robin Lassalle
Managing Director : Delphine Drutel
Account Director : Eric Hazout
Client Direcotr : Cassandre Geron
Account Manager : Briac Mauny
Strategic Planner : Basile Viault
Social Media Managers : Léo Richard, Emma Allenet
Head of production : Elodie Jonquille
TV production : Phitsana Dieu
Director of Communication : Lauren Weber-Staricky
PRODUCTION : DEGAULLE
Director/Photographer : Niels Trassoudaine
Prod : Edouard Bonnet
Director of Production : Philippe Devallez, Coline Maisel
Prodution Manager : Attia Barrere Le Roy
Decoration : Jérôme Nicol, Pierre Bertet
MEDIA AGENCY : ZÉNITH / PUBLICIS