Depending on the stakes applied to the campaign, OUI.sncf chose ADventori and its DCO technology on various media and formats of the media mix, in acquisition and retargeting, to promote its offers and services: Carte avantage, destinations, summer sales, OUI.sncf conversational agent...
2019 summer sales campaign: DMP data (If the surfer is recognized, then his top journey is displayed), Audience (Use of 3rd party media buying data to boost the message), Geolocation (Display of journeys (InOui and Ouigo) departing from the station closest to the surfer).
OUIbot 2019 campaign: Promotes OUI.sncf's conversational agent that lets you book travel in just a few steps. Internet users make their request in the banner and are redirected to the conversational robot's website (https://www.oui.sncf/bot), with the history of their exchanges. They can then continue their discussion and finalize their travel order in the brand's world.
2018 on-site contextualization campaign: Display to encourage the purchase of a OUI.sncf discount card directly on the site. When a web user searches for a journey without a discount card, a contextualized banner then highlights one on the results page. The banner includes :
- A map adapted to the user's profile: Young, Senior+, Child+ or Weekend
- Origin and destination
- The number of trips required to make the map profitable.
Acquisition and Retargeting campaign: Geolocation (display of journeys departing from the station closest to the user + scenario adapted to loyalty card holders and/or DMP scenario), Retargeting (presentation of a top 3 best prices from the OUI.sncf API for the same destination on other dates), Multivariant testing (with or without prices // on destinations departing from Paris).
Contextualization campaign on Kayak, Skyscanner, Odigeo and TripAdvisor 2017: The aim of the campaign is to encourage users to choose the train over the plane. Depending on the user's search, the place of departure/destination (OD) and the date are adapted. The banner displays:
- Visuals adapted to the destination
- The same journey with Oui.SNCF, on the same date
- Price, up to a threshold price, otherwise journey time