SNCF - Micro prix tgv

Besides looking at industry competitors for inspiration for their marketing campaigns, airlines can benefit as well from initiatives in related industries. In recent reports we have covered Schiphol Airport’s ‘Big Wave Goodbye ’ initiative and airport-based campaigns from consumer brands such as Heineken and DE coffee.

Recently, French rail operator SNCF launched an innovative experiential campaign to promote its lowest fares. SNCF and its ad agency TBWA Paris at Paris’ Gare de Lyon train station created one of the biggest vivariums in Europe by filling a large glass tank with insects and small fare labels. Travelers then could use a joystick to control microscopes inside the tank and get a closeup of the bugs, some of them crawling over the tiny price tags.

To support the real-life vivarium, a beautiful online video has been created, whereby the TGV micro-prices have filmed in a microscopic world surrounded by more than 500 insects, producing surprising images.