Thalys Print, Outdoor, Digital Brussels by Rosapark Paris
Thalys: Brussels
Awards:
| Cannes Lions, 2015 | ||
|---|---|---|
| OUTDOOR | ADAPTED OUTDOOR: ADAPTED BILLBOARDS AND OUTDOOR POSTERS | BRONZE - CAMPAIGN |
| Clio Awards 2015 | ||
| Out of Home | Product/Service: Billboard | Silver |
| Kinsale Sharks Awards, 2015 | ||
| Ambient | International Ambient Campaign - 3 executions or more qualify | Gold Winner |
| Media | Media Excellence - Innovative Media Strategy and Use | Silver Winner |
| LIA (London International Awards), 2015 | ||
| Billboard | Art Direction Campaign | Silver Winner |
| Design | Art Direction Campaign | Bronze Winner |
| Billboard | Consumer Campaign | Gold Winner |
| Design | Poster Campaign | Bronze Winner |
| Epica Awards 2015 | ||
| Consumer Services | Transport & Tourism | Bronze |
| Eurobest Awards, 2015 | ||
| Outdoor | Adapted Outdoor: Adapted Billboards and Outdoor Posters | Silver Eurobest Campaign |
| Outdoor | Digital Outdoor: Digital Posters | Silver Eurobest Campaign |
Credits & Description:
Advertiser: THALYS TRAIN NETWORK
Name of brand being promoted: THALYS HIGH-SPEED RAIL TRAVEL NETWORK
Agency: ROSAPARK
Geo: France
Managing Director: Delphine Drutel(ROSAPARK)
Executive Producer: Hugo Legrand(BIRTH)
Co Founder: Jean François Sacco(ROSAPARK)
Co Founder: Jean Patrick Chiquiar(ROSAPARK)
Copywriter: Lucile Briotet(ROSAPARK)
Creative Director: Mark Forgan(ROSAPARK)
Art Director: Olivier Lafaysse(ROSAPARK)
Account Manager: Camille Hemet(ROSAPARK)
Co Founder: Gilles Fichteberg(ROSAPARK)
Creative Director: Jamie Standen(ROSAPARK)
Sound Producer: Matthieu Sibony(Schmooze)
Sound Editing: Nicolas Majumder(Schmooze)
Additional Sound Recording: Raphael Ayache(Schmooze)
Sound mixing: Sylvain Rety(Schmooze)
Director: Vincent Rodella(BIRTH)
Description of the Project:
May 2015 in France was a bonanza for holidays – 3 out of 4 weekends were holiday weekends. Thalys wanted to activate people to book tickets to visit cities on the Thalys train network.
We captured the sound identities of Paris, Brussels and Amsterdam, and integrated them into three outdoor installations. Each city was represented by over 1000 sounds. Each sound had a unique headphone jack, and these days, most pedestrians carry a pair of headphones and were able to stop and interact with the installation.
The sounds included overheard conversations, street musicians, language lessons, market sellers, church bells, scam artists routines, and hundreds more.
The installations changed perceptions about nearby cities on the network. Thousands of people interacted with them and visits to Thalys.com spiked by 20,000 impressions, a 58.5% increase on the average for that time of the year. During France's three holiday weekends, trains between Paris, Brussels and Amsterdam sold out. Ticket data also reported an increase in the flow of passengers into France from Amsterdam and Belgium.