Side-tracked / This campaign demonstrates a knowing insight into the mindset and behaviour of its target audience. Snow sport enthusiasts tend to enjoy periodically checking out the live feed from their favourite ski resort, particularly if they’re considering a spontaneous trip. The ambient messaging placement catches prospects off-guard, nudging them when they’re at their most wistful, and offering them a tangible means to satisfy their craving for pristine powder and crisp mountain air.
Ouigo has some form when it comes to delivering contextual executions alongside innovative media placements. It previously targeted frustrated motorists stuck in traffic on the main road from Paris to Lyon in order to highlight the comparative virtues of train travel.
Attention passengers / In a world increasingly disenchanted with the invasiveness of digital advertising, Ouigo has managed to hit upon a more natural means of capturing online attention. Its custom-made billboards were designed to mimic the signage aesthetic you’d typically see in a French ski resort, making the tongue-in-cheek reveal all the more enjoyable when the viewer clocks it. Importantly, and in contrast to a standard pop-up banner, this form of subversive messaging is impossible to escape – thereby ensuring minimal waste in terms of the overall brand investment.
No frills / The simple execution here aptly reflects the frugal brand values of a low-fares operator. When you have a negligible share of media spend, you’ve got to focus your efforts on investing in ideas with the potential to earn a disproportionate share of voice. This guerrilla-style stunt is inherently shareable, and the budget savvy target audience is likely to have appreciated the chutzpah involved in ‘hacking’ a free media channel. All in all, the behaviour is consistent with that of a plucky challenger brand that understands how to appeal to its core demographic.
