OUI.SNCF – CONTEXTUALISATION

Campaign goals

• Within the framework of Voyages-SNCF’s change of name, to modify in an on-going campaign the name and logo in the banners, thanks to Dynamic Creative Optimization.
• To encourage users to chose the train over the plane.
• Contextualisation on flights search websites: Kayak, Skyscanner, Odigeo, as well as TripAdvisor.

Scenario

Based on the user’s search:

• Departure/destination cities (OD)
• Departure date

The banner displays:

• A visual of the destination
• The same journey but with a Oui.SNCF offer
• The price, up to a threshold price, or the travel time.

Multiariant testing

The brand chose to test different colors for the taglines and offers.

Data used

• Publisher data: Kayak, Skyscanner, Liligo, and TripAdvisor
• Advertiser data: journeys, prices, visuals, etc.