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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.

 

 

 

 


 

Contextual ad after a search Paris/Grenoble, 24th of December

 

Liligo

Contextual ad after a search Paris/Aix-en-Provence, on the 18th of January

 

Skyscanner

Contextual ad after a search Paris/Nice, on the 2nd of February

 

TripAdvisor

Contextual ad after a search Paris/Bordeaux, on the 25th of December

 

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