The French experience starts on board
An integrated campaign to make people discover the uniqueness of TGV INOUI.
For more than 10 years, TGV INOUI has been connecting Italy and France with railway line that takes passengers from Turin and Milan straight into the heart of Paris. In 2022, Trenitalia is launching the Milan-Paris line: now more than ever, the brand needs to make itself known to the Italian public and position its offer as distinctive.
We looked at TGV INOUI as more than just a means of transport: an experience, a way different from any other to get to the heart of France. We decided to give a twist to the communication campaign for the Italian market, bringing to life the concept "TGV INOUI: l’alta velocità ad alta francesità”: only TGV INOUI allows you to breathe in the Paris atmosphere as soon as you board and receive a service that is careful of your needs, low environmental impact and affordable.
We created an integrated multi-subject campaign, with posters in Milan and Turin and a wide range of digital and social content, to tell the story of life on board trains and in stations. We did this with original messages and a fresh and direct language, able to overcome any prejudice and create immediate empathy with the Italian audience.
Travel as a Superhero
TGV INOUI wanted to leverage the opening of the Marvel Avengers Campus, the new Avengers headquarters at Disneyland Paris: a perfect occasion to communicate in the Italian market the TGV INOUI route Milan – Turin – Paris.
Our ambition was to not only drive conversion, but also to enhance the brand perception and personality by turning a commercial promo into an amazing brand experience.
That’s how the "Travel as a Superhero" concept was born. The campaign is based on a contest: with an instant-win mechanics, people could win a free ticket to Disneyland® Paris and the Marvel Avengers Campus, and also be part of the draw for a Special Package (which included the TGV tickets and a special exclusive experience for 4 people).
The contest was launched with digital adv, social content and a radio commercial, on-air on Radio DeeJay, and M2O frequencies: a real call to action for superheroes who wanted to join the Avengers in a mission toward Disneyland Paris. A superhero's voice stood out on the radio: "Hey! We are recruiting superheroes who want to go to Disneyland Paris on board TGV INOUI. Want to be one of us? Join the 'Travel as a superhero' contest.”
Then, we invited influencers who traveled to Paris on an INOUI TGV train-themed Avengers Campus: thanks to TGV INOUI, they were able to dive into the spirit and fantasy world of Superheroes and start breathing the magic atmosphere of the Disney parks. And we were able to show everyone the amazing experience on board the TGV INOUI.