Interactive marketing reaches a new level with the SNCF’s “Europe, It’s Just Next Door” campaign to promote the railway system.
The innovative marketing tool developed by Paris advertising agency TBWA for the SNCF, France’s national state-owned railway, uses interactive doors as a means of promoting their railway system and enticing people to travel to other parts of Europe. The official campaign entitled “Europe, It’s Just Next Door” illustrates the slogan by placing interactive television screens in doors, and then placing those doors in public areas within Paris. Curious participants then open the doors and are subsequently “guided” through another European city.
The brightly coloured doors have names of cities on them, which the participant ultimately ends up “visiting” with the help of someone on the other side of the door. The virtual portals connect participants to those in other cities in real-time, essentially helping them virtually tour and explore other places and participate in local events. The doors are placed in prominent tourist locations and not only connect people to different cities and their attractions, but also the people that reside there. It’s an interesting way to not only interact with a new place, but also the locals. For example, when the door is opened, participants are “able to play with a mime artist in Milan, have their portraits drawn in Brussels, dance with a hip-hop crew in Barcelona, share a romantic boat ride on Geneva Lake, and join a group of young Germans on a bike ride across Stuttgart.” (Source)
“It’s a neat idea and does a good job of encapsulating the excitement of visiting new places in a fun way, as well as helping bring two countries together in an interactive way.” (Source)
Take a look below:
Tell Keywest what you thought of the interactive doors? Would you like to see them around your city?
Interactive Doors: SNCF’s Innovative Marketing