Gabrielle Chêne
Account Director at FCB Paris
Paris, France
TitleThe Ecological Bus Lane / Rivoli
Title (original language)Le couloir de bus écologique / Rivoli
Agency
Campaign We are Going On and On... - RATP
Advertiser RATP
Brand RATP
Date of First Broadcast/Publication 2004 / 4
Product Mass Transit
Product (original language) Transports publics
Business Sector Public Transport, Mass Transit
Tagline In 2004, 97% of our buses are ecological
Tagline (original language) En 2004, 97% des bus écologiques
Story The ad shows a bus lane covered with grass. People are waiting at the bus stop. The bus lane is now perceived as a grass alley.
Story (original language) La pub montre un couloir de bus recouvert d'herbe. Les gens attendent à l'arrêt. Le couloir de bus est maintenant perçu comme une allée pleine d'herbe.
Philosophy With this new campaign the agency shows the efforts the RATP does for its clients. Now, we are showing what RATP is all about : constant improvement of its service to better serve its clients. On this particular ad, we show that the RATP regarding environnement is very competitive as all most all of its buses are now ecological. This to reduce pollution levels in the city...
Philosophy (original language) Avec cette nouvelle campagne, l'agence démontre les efforts que fait la RATP pour ses clients: amélioration constante du service pour ses clients. Dans cette pub particulière, nous montrons que la RATP est très compétitive vis-à-vis de l'environnement parce que la plupart de ses bus sont écologiques, ceci, pour réduire les niveaux de pollutions dans la ville...
Problem The Metro and bus system in Paris is a public service. Parisians think that the service is poor and that nothing is done to improve it. They have a negative image of the brand regarding taking the client into account.
Problem (original language) A Paris, le métro et le système de bus est un service public. Les parisiens pensent qu'il s'agit d'un service pauvre et que rien n'est fait pour l'améliorer. Ils ont une image négative de la marque RATP.
Media Type Poster
Market France
Executive Creative Director
Creative Director
Art Director
Copywriter
Photographer
Account Director
Account Executive
Advertising Manager
Advertising Manager
Advertising Manager
Art Director
Account Manager
Account Manager

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