French people love to take the train, but they hate their railway company, SNCF. For years, the brand tried to change its image and gain some love, in vain. Our task was to use creativity to turn hate into love.
Two deep changes were underway to transform the SNCF brand image: a new future-facing corporate vision focused on ecological, human, and inclusive solutions within a context of imminent opening to competition. The company also wanted to unveil their commitments as they were sure French people were not aware of them.
The campaign results were outstanding, outperforming all the research’s institute benchmarks on brand image.