Facilitating Relationships Through Unique Experiences

iDTGV
iDTGV
iDTGV
iDTGV
iDTGV
FEELINKS
Véronique Cormier
Aude Gallois
Diana Martins
Elisa Normand
Charles Richard

OK, So this is how the story goes
2
Background
1
Target
2
Strategy
3
Creative
Concept
5
Com’ plan
6
Marketing
4

WHAT WILL BE SAID next
does not come out of nowhere
Market
Analysis
Competition analysis
Press review
Brand analysis
Target
Interviews & Observations
44 clients on iDTGV
5 different destinations
10 people at
Gare de Lyon
60 questionnaires
3
Background

LET’S START with what you should know
3
Client paradox
2
Brand
4
1
Market
Background

Inexpensive
Expensive
Short travel time from
point A to point B
Long travel time from
point A to point B
Background
iDTGV has to offer more than a cheap
price: many competitors are low cost
1 Price is no longer the sole differentiating factor
Market
5

iDTGV is a good deal
As shown in the mapping,
iDTGV is the brand that can take you
from point A to point B
in the shortest time
at a good price
In your brief,
you stated iDTGV as the
« bon plan » offer
Background
2 The best value for money
when compared to competition
Brand
6

Customers want more than
low fares, they want good service
Background
3 choose iDTGV for its low price* but aren’t
willing to pay less for lower quality in offer
Client paradox 57%
*Based on 44 interviews last February
Pour moi, le train idéal c’est :
ponctualité, confort et convivialité
Vincent, 42 ans
Ouigo, c’est moins cher certes,
mais devoir se déplacer dans des
gares annexes pour prendre son
train, c’est vraiment trop
contraignant
Sébastien, 38 ans
7

THAT IS customers want a good price,
but not only
1
Market
Price will
no longer
be
the sole
differentiating
factor
2
Brand
iDTGV offers
the best value
for money
compared to the
other players
3
Client paradox
of clients
choose iDTGV for
its low price* but
aren’t willing to
pay less for lower
quality in offer
*Based on 44 interviews
last February
57%
8
Background

BUT WHO IS this customer?
9
0
1
2
3
4
5
6
7
8
9
10
15 yo 20 yo 25 yo 30 yo 35 yo 40 yo 45 yo 50 yo 55 yo 60 yo 65 yo
and +
We interviewed 44 of them on the train
and 68% were aged between 25 and 45 years old
Target

AND of this target
82%
were taking the train
to go visit close ones
*Data taken from
our interviews, 2013
10
So we decided to dig deeper
Target

WE FOUND that the target is away from
his close ones, urban & young
Eager to visit
his close ones
regularly during
short stays
84%
Train’s main
advantage:
closer from
family and
friends*
Had to leave
his hometown
for
professional
reasons
75%
would move in
another city if
they had
a hard time
finding a job*
Lives in
big towns
(mainly Paris)
58%
are from
strongly
urbanized
cities*
25-45
years old
Has a diploma
go on holiday
more than once
a year*
22%
*Credoc, 2011 *Credoc, 2010 *IPSOS and Logica
Consulting, 2011
*Credoc, 2010
11
Target

IN OTHER WORDS,
iDTGV doesn’t just sell tickets, it can facilitate
relationships
12
Strategy

BUT this opportunity is blocked due to
awareness & services issues
No knowledge
of services
On average,
don’t know the
services
No iDTGV.com
reflex when
booking
book their iDTGV
tickets on
SNCF.com
Low sales
of services
So there is
scope for
progress!
13
*Analysis of questionnaire,
based on 60 answers, 2013
*As explained during brief,
December 2012
*As stated in brief,
December 2012
Strategy
70% 88%

MARCOM can help unlock this
growth opportunity
1
MARKETING
Increase sales
(tickets & services)
2
COMMUNICATION
Make people
know & love the brand
14
Strategy

15
It all comes down
to relationships
with close ones
with people on board
with the brand
Marketing
1
MARKETING
Increase sales
(tickets &
services)

16
SO the marketing idea is
« iDTGV vous rapproche de vos proches »

Enhance relationships with the close ones
17
NAVENDIS
Moto
+
Available in Province
iDZEN
Rest to be ready for
the close ones
> Sleeping mask
Enhance relationships with people on board
iDZINC
iDZAP Supervisors
iDRDV Happy
Hour/ Music /
Massage
Brand ambassador
Speech / Support
idRDV reminder
iDRDV Poker /
coloring books
Provide additional services to improve both relationships
Services are pushed on Home Page
VISITE TON PROCHE
iDTGV map
Mobile ticket
Geolocalization + info for travellers
Demo Games and newspapers on mobile app
RDV reminder when on board
Recap of last trips booked
Last minute push offers + Free ticket modiff/cancel
Full Games and newspapers on mobile app
Cumulative points > discounts/free iDTGV services
iDRDV Pre-reservation
Geolocalization for close ones
Alert for close ones
LOYALTY PROGRAMSERVICES FOR All
Je n’hésiterais pas à prendre
les services Navendis et de
bout en bout s’ils me
permettent d’arriver plus
rapidement chez ma soeur
Marjorie 29 ans
of French people prefer
staying at their close ones
when on vacation*
•INSEE, 2004
36%

18
iDZINC
iDZAP Supervisors
iDRDV Happy
Hour/ Music /
Massage
Brand ambassador
Speech / Support
iDRDV reminder
iDRDV Poker /
coloring books
Services are pushed on Home Page
VISITE TON PROCHE
iDTGV map
Mobile ticket
Geolocalization + info for travellers
of French people
have discussed
with another
passenger
on board*
* IPSOS and Logica
Consulting, 2011
77%J’aime faire des rencontres
dans le train, c’est pour ça que
je choisis toujours iDZAP et que
je viens souvent au bar !
Julie, 30 ans
Le train, c’est le moment
des possibles…
L’endroit parfait pour faire
des rencontres !
Pascal, 41 ans
of French people
have maintained a
relationship that they
had started on the
train
* IPSOS and Logica
Consulting, 2011
1/10
NAVENDIS
Moto
+
iDZEN
the close ones
> Sleeping mask

19
iDZINC
iDZAP Supervisors
iDRDV Happy
Hour/ Music /
Massage
Brand ambassador
Speech / Support
idRDV reminder
iDRDV Poker /
coloring books
Highlight services on Home Page
iDTGV map
Mobile ticket on Android
Geolocalization + information for travellers
Rends visite à ton proche
NAVENDIS
Moto
+
iDZEN
the close ones
> Sleeping mask
of passengers are
interested in mobile
tickets
based on our analysis of
questionnaire
J’aimerais beaucoup avoir
des offres de dernière
minute pour improviser des
week-ends chez mes
proches
Jean, 41 ans
67%

TO RECAP, the marketing standpoint is
2
with people
onboard
1
with close ones
20
Marketing
iDTGV is the brand that
facilitates relationships
through a unique experience

21
At iDTGV, we are for relationships. Because
relationships are what make people feel
alive. Every kind of relationship: the glance in
the street, the smile of a stranger, the family
meeting, the reunion with your best friend.
That’s why every day we commit to get
people closer one to another.
Because we don’t want to be just another
means of transport, we don’t just want to
help you go from point A to B. We want to
help you write the story of your life, by
getting you close to the people you love.

AND TO MAINTAIN RELATIONSHIPS
you need dedicated moments to meet
RENDEZ-VOUS
22
Creative
Concept

NOW, how do we express the
marketing idea in communication?
23
Creative
Concept
2
COMMUNICATION
Make people
know & love the
brand
1
MARKETING
Increase sales
(tickets &
services)

On a tous un rendez-vous
qu’on n’a pas envie de manquer
24
Creative
Concept

Com’ plan
2
Website & mobile app
to drive to services
ALL COMMUNICATION OPERATIONS will
drive to the website and mobile application
1
One message
to drive to web
25

Com’ plan
IT ALL STARTS with a Rendez-Vous
to drive traffic to website
and make people love and know the
brand
26

27
iDTGV is launching the rendez-vous :
« C’est bon de se retrouver »
what
An unusual
RDV at train
arrival
why
To catch
attention
To give an
example
where
Dailymotion
+ Facebook
+ iDTGV.com
where
in train stationsSTEP 1
Gather ideas
People
who will soon
welcome
a close one
describe
how they would
greet their
close one
STEP 2
Top 5
iDTGV
picks
the top 5 best
ideas
STEP 3
Movie making
iDTGV
records
the
5 scenarios
STEP 4
Videos online
Surfers can vote
for their favorite
video
on idtgv.com
iDTGV will help 5 people make the most memorable greeting surprise to their
love one(s) at the train arrival
To win 1 year of tickets to see close ones

28
what
An unusual
RDV at train arrival
why
To catch attention
To give an example
where
Dailymotion
+ Facebook
+ iDTGV.com
Teasing video Teasing banners Photo booth iDTGV.com Social media
30%
reach 25-44 yo
438,000
visits/day
9 000 fans
To interact with
fans
To give them
weekly updates
25 000
visits/day
461 000
visits/month

29
where
Dailymotion
+ MSN
+ Skype
Click on banner
= idtgv.com
30%
reach 25-44 yo
438,000
visits/day
28.3%
reach 25-44 yo
1,700,000
visits/day
56.8%
reach 25-44 yo
1,256,000
visits/day
Vous
avez RDV
avec un
proche?
Organisez
-lui avec
iDTGV
une
surprise
de taille
et
gagnez
un an
d’AR
pour aller
voir la
personne
de votre
choix!
Avec
iDTGV,
c’est bon
de se
retrouver

30
what
Photobooths with
train seats
why
To drive people on
idtgv.com
where
in train stations
how
People have to go
on idtgv.com to
download the
photos
Un souvenir d’un rendez-vous avec X

31
HP with a mozaic of
pictures:
1. when you click,
you get to the
place where you
can download your
photobooth picture
2. you can vote for
best video by
clicking on button
Winning video
unveil
Videos making of
25 000
visits/day
461 000
visits/month

32
9 000 fans
To interact with
fans
To give them
weekly updates
FACEBOOK
Contest updates
INSTAGRAM
iDTGV will also gather
pictures from
Instagram in the
mozaic on its HP
#rendez-vous
#famille
#rencontre
#amis
#retrouvailles
To host the iDTGV
experience
on its website
AND
To drive SEO
People even
post their
tickets on
Instagram!

Com’ plan
And the Rendez-Vous CONTINUES
to boost knowledge & sales of services
and make the concept
last over time
33

Com’ plan
Here are a few examples
RDV on the
Mobile app
Web banners
RDV on the train
Display in train and bus
stations
where
Dailymotion
+ Facebook
+ iDTGV.com 34

Com’ plan
AND FINALLY, a review of website &
mobile app
to drive target to services
37

iDTGV.com will
iDTGV doesn’t have a store, so
the user experience is elsewhere
1
make people
discover and
live the iDTGV
experience
2
push the
services
3
be developed
in a flash-free
web design
4
have a new
clean and
modern look,
personalized

39
http://idtgv.businesscatalyst.com

LOYAL USERS will have MonID, their
own dedicated, customisable space
1
User
centric
2
Name of
their close
ones instead
of
destination
3
Last minute
offers / Events
proposed
according to
the destination
4
Recap of last
trips booked

42
Here is when we plan
on doing all this
July August September October
FebruaryJanuaryDecemberNovember
March April May June
Review of Website and Mobile application
Gather scenarios
Banners
Banners
Teasing video
Photo booth
Banners
Photo booth
Instagram
Facebook
Instagram
Facebook
Facebook
Web banners on services OOH Display on services
Gather scenarios
Banners
Top 5
Movie making
Vote
Ceremony
Best video

VOUS ETES
ARRIVES A
DESTINATION
FEELINKS
Véronique Cormier
Aude Gallois
Diana Martins
Elisa Normand
Charles Richard

Facilitating Relationships Through Unique Experiences

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