Welcome Station
Mediagares
Issue 52 | September 2019
Agency
Buzzman
Creative Team
President & Executive Creative Director: Georges Mohammed-Che´rif Art Director: Philippe Boucheron Copywriter: Patrice Lucet Art Director Assistant: Victorine Rozon Jaricot
Production Team
Production: Nano Ville Directors: Elliott Causse, Thomas Causse
Date
June 2019
Background
Mediagares is the advertising network owned by French railway companies SNCF and RFF with 837 stations and 20,000 passengers a day.
They wanted to show agencies and brand owners that they could offer new ways of reaching millions of people effectively and flexibly. And personally.
Idea
‘Welcome Station’ was designed to demonstrate how digitally advanced Mediagares is with a range of sites that can display hyper-targeted ads.
Because saying goodbye to a loved one can be painful, Mediagares used their digital display networks to surprise travellers on arrival at their destination station.
The innovative technology allows people to be there for their loved ones, literally.
An app allows them to create a personalised video message, which is then broadcast to the appropriately geo-located digital screens of the station at the precise moment the traveller gets there.
22 stations are now equipped with the technology to be able to allow marketers to talk to their customers more relevantly.
Results
Unknown
Our Thoughts
I’m not entirely sure how marketers are supposed to see the film but it is a simple demonstration of how the system works and many marketers will jump at it.
They can talk to totally different target audiences at different times of day from the same poster sites. In the morning, you can talk to commuters about exotic travel destinations rather than the office. In the evenings, they may be rather more interested in a large Gordon’s and tonic. It’s the right message to the right person at the right time and in the right place. It’s what advertising is all about.