Rosapark Enters a World of Pinball in Crazy and Colourful OUIGO Campaign

Launched in 2014, OUIGO (pronounced 'we-go') a low-cost, high-speed train service in France, has already brought in 13 million bargain-hunting passengers. After broadening its routes extensively over the last few years, OUIGO, which is run by national rail carrier SNCF, is adding on five new destinations, bringing the total to 19, and offering tickets as low as 10€ for adults and 5€ for children. The 300 km/h trains affords friends and family the ability to escape for a weekend, the perfect opportunity to spend time together and discover the country.

Since winning the account in November 2016, Rosapark has been working with OUIGO to redefine the territory for the brand which espouses values of conviviality, cheer, and dynamism.

To depict how easy OUIGO makes travel and to demonstrate its contagious positivity, the agency came up an analogy, likening the brand and its offers to the world of pinball. Pinball, the game which transcends generations and in which, for only a few euros, you can experience a unique colourful adventure. 

Cécile Boucaut, Marketing and Communications Director - OUIGO at SNCF, commented: "OUIGO is the joy, the possibility of travelling at a discounted price with friends and family; it’s dynamic and exciting! We were hoping to have a communication campaign and a brand territory that reflects who we are and puts us in a positive light. With Rosapark, we’ve succeeded in this gamble, highlighting the value of our universe beyond entertainment."

Jean-François SACCO, Co-Founder and CCO at Rosapark, explains: "With tickets at 10€, OUIGO is an invitation to take off, to travel, to enjoy yourself without stopping to ask questions. We wanted to really retranscibe this universe right away through an upbeat, colorful film, something that wakes you up with its rhythm and energy. The choice of the music was essential and the tagline 'OUIGO LET’S GO!' seemed obvious from the start."

The message, '10 euros and you’re off at 300 km/h!' is conveyed clearly. The brand, much like a pinball machine’s flipper, takes you into a world of imagination, while beating fares from its rival transporters. This new identity reflects OUIGO’s start-up spirit and agility, and, without losing sight of its principal focus, rail travel, enhances the brand’s reputation and its inviting tagline LET’S GO, which further reinforces the brand's offer.

Rosapark wanted to create a whole global eco-system revolving around this new language, so they created a variety of points of contact, in addition to the film which started airing on TV and pre-rolls on April 2nd:

- A series of prints, just as colourful, direct, playful and energetic as the film, were introduced in classic outdoor, tactical and digital on March 22nd

- An actual pinball game for desktop and mobile so users could live the playful experience for themselves, and have an opportunity to win round-trip tickets

- Display campaigns to incite action

- Social strategy to amplify positive conversations about the brand and its territory year-round, and to reinforce the emotional link with the travel community