| 标题 | Sounds of the City |
| 广告公司 | ROSA PARIS |
| 广告战役 | Sounds of the City |
| 广告主 | Thalys |
| 品牌 | Thalys |
| 首次发布日期 | 2015 / 5 |
| 行业领域 | 航空公司、机场、铁路、公交、渡轮和邮轮运输 |
| 剧情简介 | The Thalys train network connects cities in France, Belgium, Germany and Amsterdam. The cities are close enough to each other that a trip from one to the other might not feel very exotic. Thalys promote holidays as part of their ticket sales strategy, and their challenge is how to make these destinations look fresh and exciting. How to make Brussels exciting to a Parisian? How to make someone from Dusseldorf visit The Hague? |
| 问题 | The Brief This campaign targeted casual, weekend travellers. But the expectation with activations such these billboards is that people will be motivated to book a holiday, and will pull out their cellphone and start exploring tickets and prices that they will book on the spot, or more likely back at home once they are in front of a laptop. How the final design was conceived Thalys often advertise their train destinations as a way of selling tickets, and they're always looking for fresh ways to present them. Most pedestrians carry a pair of headphones with them these days, so why not advertise a city with sound? We captured the sound identities of Paris, Brussels and Amsterdam, and integrated them into three adapted billboards. Each city was represented by over 1000 sounds. Each sound was accessed via a unique headphone jack. The sounds included overheard conversations, street musicians, language lessons, market sellers, church bells, scam artists routines, and hundreds more. Indication of how successful the outcome was in the market We changed perceptions about nearby cities on the network. Thousands of people interacted with the installations. Tickets for the three holiday weekends in May sold out fast. Visits to Thalys.com spiked by 20,000 impressions, a 58.5% increase on the average for that time of the year. |
| 媒体类别 | 案例研究 |
| 长度 | |
| 市场 | 法国 |
| 首席创意官 | Jean-Francois Sacco |
| 首席创意官 | Gilles Fichteberg |
| 制作公司 | Birth Productions |
| 创意总监 | Mark Forgan |
| 创意总监 | Jamie Standen |
| 文案 | Lucile Briotet |
| 美术指导 | Olivier Lafaysse |
| 客户经理 | Camille Hemet |
| 音效 | Schmooze |
| Managing Director | Delphine Drutel |
| Founder | Jean-Patrick Chiquiar |
| Founder | Jean-Francois Sacco |
| Founder | Gilles Fichteberg |
| 导演 | Vincent Rodella |
| 执行制片 | Hugo Legrand |
| Sound Producer | Matthieu Sibony |
| 制作公司 | Birth Productions |
| 音效 | Schmooze |
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