The French National Railway Company (SNCF), France’s national state-owned railway company, wants to remind people that so many great European cities are just next door — literally.
SNCF, with the help of agency TBWA\Paris, created a cool outdoor digital campaign to virtually transport Parisians to cities like Milan and Brussels through actual, physical doorways that were placed in various public areas around Paris for two days this past September. The doors opened up to special digital flat screens broadcasting live streams from different European cities.
For example, if a passerby were to open the door to Barcelona, she’d be able to see and interact with a Spanish dance hip-hop crew in Port Vell Square. Open the door to Milan and you could interact with a mime in Cathedral Square (though we’re not sure, exactly, how that’s an enticement).
This isn’t the first campaign of its kind. San Pellegrino’s “Three Minutes in Italy” let users from all over the world take a stroll through Sicily via a Facebook app and livestreaming, roving robots. Just last month Tourism Victoria ran a “Remote Controlled Tourist” campaign that let Facebook users vicariously experience Melbourne by remotely controlling two actual tourists in Melbourne fitted with helmet cams.
Watch the video to see the SNCF campaign in action:
More in Marketing
Chasing U.S. growth, Tony’s Chocolonely focuses on a retail media and social blend
Premium chocolate brand Tony’s Chocolonely is focusing on retail media and paid social as it targets U.S. growth.
The year the memes took over reality – and marketing followed
Subcultures aren’t niche anymore — they’re the culture. And for marketers, that changes everything.
How to expand programmatic advertising up the funnel, with TripAdvisor’s Matteo Balzani
TripAdvisor marketing exec Matteo Balzani broke down the company’s plans for broadening its programmatic strategy during a live recording of the Digiday Podcast at the Digiday Programmatic Marketing Summit.