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Ouigo: The Snow Cam Takeover
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Until the end of March 2022, OUIGO, SNCF Voyageurs' low-cost offer, will regularly serve the Alps (Grenoble, Albertville, Moûtiers, Aime-la-Plagne, Bourg-Saint-Maurice), with trains departing from the Île-de-France region starting at just 10 euros for adults. To announce this new offer, OUIGO is positioning itself somewhere unexpected with a new campaign from agency ROSA PARIS. After teasing idling drivers last summer with "Traffic Jams", a campaign that appeared on the backs of trucks, OUIGO is again getting creative with media space, now inviting itself onto the slopes themselves by "hijacking" the snow cams at ski resorts it serves. For two years, ski slopes remained closed due to covid. When they reopened, web traffic to online snow cams surged - ski lovers who couldn't wait to get back were following snow conditions closely. To promote 10€ tickets to the Alps, OUIGO hijacked the snow cams of l'Alpe d'Huez and Les Contamines, two famous ski resorts, by erecting custom billboards right in front of them. Our billboards were streamed live nonstop for 5 days on the ski resorts' websites, where viewers could book their tickets directly.
Brand Management: Najoua Ben Jemaa, Maxime Legrand, Lisa Mangin, Blandine Blanchard Related |
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