• Research and data gathering :

In Paris, people spend an average of 43min in transport per day, and an average of 22min waiting for their transport (bus, trains, subway) eg about 11min per journey. 11 minutes massively spent staring at the horizon waiting for their transport to come.

We decided to leverage this insight and to propose users to transform these 11 dull minutes into a truly entertaining moment thanks of an innovative bus stop. This bus stop was equipped of an interactive screen allowing users to indicate the time they had to wait for their bus to come. The system would then suggest episodes of one of our new short series that could be fully watched during those few minutes.

• Implementation

The bus Stop :

> Interactive screens in bus stops

> First screen inviting to pick your waiting time among 3 proposals: 5 min, 9 min, 11 min.

> Second screen suggesting one of our short series first episodes that could be fully watched during the selected waiting time

> Third screen inviting users to download the CANALPLAY mobile app to keep on watching the full short serie

Social Media and PR

> geolocalised Facebook push inviting people to discover the interactive bus stops

> video content filmed on day one and then broadcasted on social media to enhance reach of the campaign

• Timeline :

1 week in November (To 18th November to 25th November)

• Scale :

10 bus stop in Paris.

• Action/business results – sales, donations, site traffic, achievement against business target

*270 people on average watch an episode for 1 abribus and per day, 18 900 per week

• Outcomes/awareness - change in behaviour, reach, public opinion, content response

*2,12 millions people touched thanks to social media and media

*3 apparition in french TV, especially in France 2

*About 17 000 peopled touched by the interactive bus stop.