A quick glance supported since ads are captioned

If was intended to parody the humour of the policies, this 33rd Grand Prix of the view held in Porto Cervo, Sardinia, from 12 to 14 October, could be labelled "tsv" for "Everything except the car". Loose, there there was, in fact, the overwhelming victory of the SNCF two campaigns in the final, another for the eliminated TGV in the shortlist and Air France noticed creations, even Eurostar and the RATP, while automobile, long enduring stand-in of the Grand Prix, was conspicuous by its absence. In the end, the campaign voyages-sncf, carried out by the Agency DDB and released in April, wins a voice. Revealed just after the vote of the jury, the audience award, collected by TNS Media Intelligence from a sample of 120 people aged 18-79 years old and living in the greater Paris area, confirmed this choice. What has been the opportunity for the Board noted, in passing, that traditionally denounced the gap between advertisers suspected to operate in a closed universe and basic consumer is less obvious than it seems.

Yet, this is a very cerebral campaign, or even, in the words of Marie-Catherine Dupuy, Vice-President of the world from the creation of BWA, slightly "capillotractée", which was rewarded by the jury and welcomed by the general public. Aimed at a target young, sweet new media as the misuse of words and codes, voyages-sncf posters play to better the distort, on the spelling of the more distant destinations, from those who dream. "Nouillorc", "Losse-gelaisse", "canquoune", "St-Singapore" illustrate, their failing spelling, panels indicating the entrance to the villages of the deep France. A quick glance supported since ads are captioned. "Fortunately, it is you not proposing that the train", to remind that, despite its name, voyages-sncf no marketing not only rail transport in France, but also sells international air destinations.

Orchestrated under the leadership of a new President, Bernard, patron of the agency Ogilvy (WPP), this 33rd edition was also the opportunity to demonstrate, via campaigns TGV, Monoprix, Coca Cola, Freedent, Eurostar... the return in force of a graphic very marked by the 1970s.

The return of the graphic

Reverse, entertainment and interactivity that now allows the display media are dramatically absent from the top. Nevertheless, the transport skillfully fired their PIN of the game: "it is on these occasions that there is the path taken in twenty years, when it still loud questioned the need for monopolies such as the SNCF or RATP, communicate even...". , says Pierre - Yves Lecharny, Deputy Director General of the Clear Channel France group. Most importantly, this Grand Prix of the display, "very creatively correct" in the words of Pascal Manry, Director of creation of JWT, is two and a half months prior to the authorization, for the large distribution on large radio chains. I.e. at a time where the display, which represents more than 11 of the total media investments against 14 in the early 2000s, must demonstrate both creativity and efficiency. In this context, the selection in the "short-list", of the Ricoré (Publicis) campaign, which has just dust, snide way, an old-fashioned product, has been widely lauded by displays: "this is encouraging because it shows that the consumer is able to display quality", welcomes François Morinière, Chairman of Viacom Outdoor France.

His pleasure is all the more vivid that it is precisely this consumer risk of spinning to the enemy, i.e. television, January 1, 2007. Promotional operations "Christmas holiday", "White month"... be prohibited residence on the small screen but displays expect to deploy large institutional campaigns which they were traditionally preferred media. Already, they expect "to a loss of 5 of the turnover brought by large distribution", according to Pierre-Yves Lecharny. Large distribution weighs in total between 16 to 25 of their income, according to the profile of groups.

Counter the leak to the television

"But we have not just to discover the date of January 1, 2007!, says Gerard Unger, President of Metrobus, the advertising Board of RATP.". We have strengths, such as our local implementation or the fact that the display is not fragmented in contrast to other media. "Especially, displays have decided"to package"on their audience measurement, which has long Sin lack precision:"while our audience measurement covers that 65 of the territory today, we will achieve 100 on 1 January 2007, ensure François Morinière which, in addition to the direction of Viacom, currently holds the Presidency of Affimétrie. ". In addition, we will now take into account the "scrolling" panels, in increasing numbers, and those illuminated at night. "The menu is also offering"package"for advertisers"facilitating access to the display.

Finally, in the unanimous view displays, "with the influx newcomers, the cost of the GRP cannot fail to climb, eliminating a number of SMEs which will have more ways to communicate even on television...". "A potential windfall that major groups therefore await with clearly displayed interest.