PARIS, FRANCE — OUIGO, SNCF’s low-cost train network in France, is unveiling a new communication campaign for more sustainable mobility in 2023. A campaign created by creative agency ROSA PARIS echoes the daily life of the French who, today, are facing more and more constraints when it comes to consumption.
For the past 10 years, OUIGO has never stopped taking on new challenges to meet French people’s mobility needs, from working to make prices even more accessible to further expanding its network.
This year, OUIGO is speaking up for greener mobility, reminding us about the ecological benefits of taking a train. Without pointing fingers or laying blame, OUIGO is addressing our individual responsibility to be an actor for tomorrow from an empathetic angle with a discourse in line with its brand DNA, using light-hearted humor. The campaign’s three 20-second films open with intriguing scenes from everyday life carefully crafted to engage the audience through bright colors and engaging sounds. Each ends with the surprising twist of taking an OUIGO, linked with the tagline “Going green without even trying.”
For most, it’s no longer a matter of raising awareness about the environment, it’s time to take action. But reconciling our motive to do so with our wants and budget can be tricky. OUIGO understands that and considers its offer of an innovative way to make going green easy and accessible a key part of its value proposition.
Because there is nothing more satisfying than being able to go green without having to make sacrifices or change our daily habits, the brand is highlighting all those small everyday gestures we make without even realizing their environmental impact: consuming less water by showering together, saving electricity by unplugging consoles kids spends too much time in front of anyways, reducing air pollution when our scooters break down…
OUIGO recognizes that taking the train is a choice based more on low prices than a conscience effort to reduce CO2 emissions. That being said, taking an OUIGO does reduce CO2 emissions by 96% when compared to driving, while saving money and allowing for the pleasure of travel.
In the long run, it doesn’t necessarily matter if we go green consciously or not, the result is the same, having a positive impact on the planet.
“Going green without even trying,” a campaign intended to ease the guilt and reassure those consciously concerned about the environment, will be released in April.
“OUIGO, the benchmark for low-cost rail travel in Europe, makes responsible mobility accessible with low prices, whether by TGV or OUIGO classic trains. The choice of saving the planet by traveling doesn’t have to be a financial effort, a constraint, or a commitment: taking an OUIGO is a simple, accessible act, with the environment at its core!” said Jérôme Laffon, Managing Director of OUIGO.
CREDITS:
OUIGO
Managing Director: Jérôme Laffon
Marketing Director: Maxime Legrand
Brand Manager: Laetitia Noel
Social Media Brand Manager : Blandine Blanchard
ROSA PARIS
Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg, Jean-François Sacco
Vice President : Delphine Drutel
Creative Directors: Nicolas Gadesaude, Julien Saurin
Copywriters: William Verdel, Sébastien Mertens
Artistic Directors: William Verdel, Sébastien Mertens
Advising Director: Camille Courant
Client Director: Léa Marchal
Account Director: Briac Mauny
Strategic Planner: Valentin Lefebvre
Head of Production: Elodie Jonquille
TV Producer: Héloise Duquenoy
Head of Social Media: Ségolène Varloud
Social Media Manager: Léo Richard
Communications Director: Lauren Weber
EDDY
Director : Guy de la Palme
Producer : Hadrien Penavaire
Production Director : Laetitia Snaoui
Sound Production : Schmooze
Post-Production : Reepost
