Proximity BBDO, Boulogne-Billancourt Cedex 
- 93, rue Nationale Cedex
- Boulogne-Billancourt Cedex 92513
- France
- Phone: 01 41 23 41 23
- Fax: 01 41 23 43 86
- Country Phone Code: 33
- Website: www.proximity.bbdo.fr
- Email: [email protected]
Thalys - “Thalys Renovation”
Thalys| Title | Thalys Renovation |
| Agency | Proximity BBDO |
| Advertiser | Thalys |
| Brand | Thalys |
| Product Category | Airlines, Airports, Railways, Bus Lines, Ferries & Cruises |
| Campaign Name | Renovation |
| Country of Production | France |
| Date of First Broadcast/Publication | August 25, 2010 |
| Media Type | Case Study |
| Awards | Phénix U.D.A de la Communication / Phénix UDA de la Communication, 2011 (Phénix d'Argent) for Cristal Festival, 2010 (Special Mention) for Transport, Tourism |
Concept
In 2010, Thalys launched a massive communication campaign based on the refurbishment of its trains and their interior fifting;. And yet, within the space of just a few weeks, the very same objects have become cult items. They are being discussed in the media and on social networks, and on eBay people are snapping them up!
Problem
Thalys embarked upon a refurbishment programme of its trains and interior fittings. How could this necessary "upgrade" be turned into a positive event enhancing the brand's image?
Transform the old Thalys furniture into "collector" items
All collectors of rare and unusual items are invited to take part in an eBay auction placing bids on Thalys furniture. The operation, named "Collector by Thalys", is being promoted via posters and flyers on trains, web banners and a Facebook page directing traffic to a dedicated page on thalys.com and to the eBay store.