Sncf: Head for Brussels [video]

Credits & Description:

Advertiser: SNCF
Agency: TBWA\PARIS
Category: Best Use of Ambient in a Promotional Campaign
Advertising campaign: HEAD FOR BRUSSELS
Cameraman: Alex Tissot
Production Company: Cathy Pericone (\ Else)
Executive Creative Director: Eric Holden (TBWA\ Paris)
Event: Fabien Demaria (Napoleon)
Account Manager: Edouard Manhes (TBWA\ Paris)
Creative Director: Hugues Cholez (Dan\ Paris)
Director: Franck Cimiere
Art Director: Jeremy Armand (TBWA\ Paris)
Account Manager: Laurence Borne (TBWA\ Paris)
Cameraman: Julien Rideau
Executive Creative Director: Remi Noel (TBWA\ Paris)
Account Manager: Sandrine Pajot (TBWA\ Paris)
Account Supervisor: Anne Vincent (TBWA\ Paris)
Creative Director: Franck Botbol (Dan\ Paris)
Production Company: Jennifer Bauche (\ Else)
Account Supervisor: Luc Bourgery (TBWA\ Paris)
Production Company: Maxime Boiron (\ Else)
Copywriter: Nicolas Roncerel (TBWA\ Paris)
Executive Creative Director: Philippe Simonet (TBWA\ Paris)
Film Editor: Samuel Morin (\ Else)
Event: Benjamin Bosquet (Napoleon)
Cameraman: J M Besenval
Film Editor: Nicolas Gerard (\ Else)
Relevancy
In a few seconds, people from Lyon were plunged in the heart of Brussels, a fun way to discover this attracting city, but mostly a smart way to show that it can be really quick to go to Brussels. TGV, the direct route from Lyon to Brussels!
Client Brief Or Objective
The SNCF TGV Lyon-Brussels line has existed for years. Still, most of the Lyon inhabitants don’t know they can quickly and easily get to Brussels, without going through Paris. How can we tell them about the TGV line and encourage them to visit Brussels?
Implementation
Through an astonishing teleportation experience, we offered people from Lyon the ability to head for Brussels.Thanks to a two-way satellite connexion, people from Lyon could see their face, live broadcasted in the heart of the Belgian capital. They were able to discuss with amazed and amused Belgian bystanders and to discover Brussels live.
Outcome
Over two days, 1000+ Lyon inhabitants enjoyed the experience. 
We reached a 65% local press coverage, thanks to the 38 journalists and bloggers invited. And, above all, Lyon-Brussels ticket sales increased by 27,9% compared to last year.