A train company hijacked snow cams to promote ski slope fares

French train operator Ouigo put up billboards in front of the resort cameras

Published On
Mar 28, 2022

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With the reopening of France's ski slopes this year after COVID, plenty of people have been checking out ski resort web cams in order to plan a trip to the Alps. And French train operator Ouigo took advantage of that to promote its fares.

In a stunt by agency Rosa Paris, the company erected billboards right in front of them snow cameras at l'Alpe d'Huez and Les Contamines, two famous ski resorts. The billboards told viewers that "10€ will get you to this side of the screen," promoting its 10 euro starting price, as well as other taglines like "Stop surfing, start skiing."

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"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," said Jean-Francois Sacco, co-founder of Rosa Paris, in a statement. "And by doing so, it’s almost the creation of a new media: the Webdoor."

The campaign is also encouraging skiers to take a more ecological route to the slopes, added Nancy Gravel Jacquemod, marketing and communications manager of the Les Contamines resort. "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," she said.

It's not the first time the brand has got creative with media. Last summer, it put ads on the back of trucks to encourage drivers to skip the summer traffic jams and take the train on their vacation instead. 

Credits

Date
Mar 28, 2022
Client :
Ouigo
Agency :
Rosa Paris
Brand Management :
Najoua Ben Jemaa
Brand Management :
Maxime Legrand
Brand Management :
Lisa Mangin
Brand Management :
Blandine Blanchard
Co-Founder :
Jean-Patrick Chiquiar
Co-Founder :
Gilles Fichteberg
Co-Founder :
Jean-Francois Sacco
ECD :
Gilles Fichteberg
ECD :
Jean-Francois Sacco
Creative Director :
Julien Saurin
Creative Director :
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 Director :
Cassandre Geron
Account Manager :
Briac Mauny
Strategic Planner :
Basile Viault
Social Media Manager :
Léo Richard
Social Media Manager :
Head of Production :
Elodie Jonquille
TV Production :
Phitsana Dieu
Director of Communications :
Lauren Weber-Staricky
Production :
DEGAULLE
Director/Photographer :
Niels Trassoudaine
Prod :
Edouard Bonnet
Director of Production :
Philippe Devallez
Director of Production :
Coline Maisel
Production Manager :
Attia Barrere Le Roy
Decoration :
Jérôme Nicol
Decoration :
Pierre Bertet
Media Agency :
Zenith

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