Direct > Product/Service
HARE & HEDGEHOG
OGILVYONE WORLDWIDE, Frankfurt / THALYS INTERNATIONAL / 2003
Awards:
Overview
Credits
Overview
BriefExplanation
Everyone believes cars and planes to be the two fastest means of transportation to get from Cologne to Brussels or Paris. Consequently a lot of business people use them – and don’t make it on time for their meetings due to traffic jams or delays. Not so with the European highspeed train Thalys. Plus, you arrive relaxed at your destination, because you can enjoy a lot of on-board amenities, e.g. reserved seat or free meal service. Business travellers had to be convinced of Thalys as a very special train service and Thalys had to be positioned as a travel alternative to both plane and car.
CampaignDescription
A modern version of the famous Brother Grimm fable, 'The Hare and Hedgehog' (English version Hare and Turtle). The fable communicated the many advantages of travelling with Thalys to business travellers in a charming way and ended the misconception that travelling by plane or car is faster.
Outcome
15% response rate and all recipients returned the questionnaire – a healthy base for further communication.The mailing was finalist at the New York Festival 2003 and won silver at the John Caples Award 2003 and bronze at the Echo Award 2003.
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