In a context of increased competition for long-distance travel times, SNCF needed to enhance the perceived value of the onboard experience. The structured launch of the OUI.zen platform allowed for rapid and measurable adoption by travelers.
Mission Context
SNCF operates, on board the TGV INOUI, a platform of services and content accessible during the journey. This platform, designed as an extension of the travel experience, needed to evolve to meet new uses and expectations comparable to those of major on-demand content platforms.
Éclats was called upon to support the launch and repositioning of this platform in a highly competitive environment, both in terms of transportation and entertainment.
Diagnosis
The analysis highlighted several structural issues:
Intensification of competition for long-distance journeys, particularly through carpooling and low-cost airlines.
Erosion of the spontaneous awareness of SNCF's onboard digital services.
High expectations from users regarding on-demand content, shaped by the standards set by major streaming platforms.
Risk of underutilization of a service perceived as secondary compared to the core transport experience.
Implemented Solution
Éclats proposed a comprehensive strategy aimed at repositioning the platform as a true value-added service, rather than just a simple ancillary entertainment.
The strategic choices were structured around three principles:
Create a strong launch moment to establish the platform in usage.
Enhance a personalized experience, tailored to travelers' tastes and the duration of the trip.
Rely on the historical values of SNCF, accessibility, curiosity, and innovation, to reach an intergenerational audience.
Intervention outline
Design of the launch campaign
Definition of key messages and communication strategies, focused on the concrete improvement of the travel experience.
Multichannel deployment
Coordinated activation of online and offline levers: social media, advertising, field support, and newsletters.
Community development
Establishment of an ambassador logic to promote service ownership and amplify visibility among regular travelers.
Management and adjustments
Monitoring usage indicators and adapting actions to maximize engagement during the launch phase.
Observed results
More than1.2 million connectionsto the OUI.zen platform in the first three months following the launch.
+35% trafficon SNCF's digital channels during the campaign period.
75% of usersreport that the service has improved their travel experience.
1.2 Million
Connectionsto the OUI.zen platform in the first three months following the launch.+35%
traffic
de traficon the digital channels of SNCF during the campaign period.
75%
of users report that the service has improved their travel experience.
An embedded digital service can become a differentiating lever in premium transport, provided it is designed as a complete experience, supported by a structured launch strategy that is consistent with contemporary cultural practices.