OUIGO - The Snow cam takeover (2022) case study (France)

This is a very clever idea. OUIGO is a low-cost French train service, and a client of Rosa Paris.  Earlier this year, ski stations re-opened after two years of closure due to Covid, and web traffic to their snow cams skyrocketed. 
Why not use that as advertising media? So Rosa hijacked the snow cams, advertising tickets to the snow slopes from OUIGO for as little as 10 euros!  Targeting the snow-longing winter-sports enthusiasts directly!

The headlines were: 

• 10€ will get you to this side of the screen. (the Alps, from 10€) 
• Are you grounded or what? Go on, do it. (the Alps, from 10€) 
• Stop surfing, start skiing. (the Alps, from 10€) 
• Get offline and start packing. (the Alps, from 10€) 
• For 10€, turn your chair into a chairlift. (the Alps, from 10€) 

JEAN-FRANÇOIS SACCO,  AGENCY CO-FOUNDER had this to say;

"What's cool about this idea is that by hijacking the snow cams of ski resorts, the Ouigo brand is occupying a communication space that no one has yet invested in, in a playful and offbeat way. And by doing so, it’s almost the creation of a new media: the Webdoor."

NANCY GRAVEL JACQUEMOUD, MARKETING AND COMMUNICATIONS MANAGER:

"The idea of making people dream from a distance with the view of our snow cams while promoting the idea of reducing the carbon footprint at the resort are totally in line with our objectives! Thank you Ouigo!" 

CREDITS :  

BRAND : OUIGO  

Brand Management  : Najoua Ben Jemaa, Maxime Legrand, Lisa Mangin, Blandine Blanchard  

CREATIVE AGENCY : ROSA PARIS 

Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg and Jean-François Sacco 

ECDs : Gilles Fichteberg and Jean-François Sacco 

Creative Directors : Julien Saurin and Nicolas Gadesaude  

Copywriter : Juliette Jaouen 

Art Director : Safa Boughida  

Digital Copywriter : Naïm Souilem 

Digital Art Director : Robin Lassalle 

Managing Director : Delphine Drutel  

Account Director : Eric Hazout 

Client Direcotr : Cassandre Geron 

Account Manager : Briac Mauny 

Strategic Planner : Basile Viault 

Social Media Managers : Léo Richard, Emma Allenet  

Head of production : Elodie Jonquille 

TV production : Phitsana Dieu  

Director of Communication : Lauren Weber-Staricky 

PRODUCTION : DEGAULLE 

Director/Photographer : Niels Trassoudaine 

Prod : Edouard Bonnet 

Director of Production : Philippe Devallez, Coline Maisel 

Prodution Manager : Attia Barrere Le Roy 

Decoration : Jérôme Nicol, Pierre Bertet 

MEDIA AGENCY : ZÉNITH / PUBLICIS