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Realisation of four promotional films and a web communication plan in order to incite travellers to use the right practices with the Passe Navigo.
Objectives: promote Passe Navigo via a web communication campaign
In order to prepare for the end of sales of the Carte Orange, Transilien SNCF asked SQLI agency to realise a communication campaign on the internet intended to:
Our assistance: realisation of the films and a mini promotional site
In order to promote the Passe Navigo, SQLI assisted Transilien SNCF with its web strategy by:
Results: a communication that is different to the standard approach
The campaign was developed using Firmin, the cunning traveller. He assists passengers and helps them find out about the options for obtaining and recharging a Passe Navigo. A mini-site provides access to 4 films which bring the puppet to life using a simple and humorous style. The promotion is completed by promotional actions (banners, e-mailing...) intended to increase the campaign's visibility.
Catherine Woronoff-Argaud,Transilien SNCF Marketing Manager
"The change from a magnetic support to RFID for the Carte Orange was a major challenge for us. An on-line campaign was essential for us as part of the overall communication to better inform our clients. SQLI Agency proposed a light-hearted communication based on the puppet Firmin that allowed us to get away from the standard presentation and allowed us to make better contact with our clients.
It was a great success and the clients love Firmin."
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