Doors to Europe

Imagine if you could visit a country just opening a door and being there in the blink of an eye. It would be great, wouldn't it? SNCF has worked on this idea and created an interesting campaign called "Doors to Europe" to encourage customers to visit European countries, showing them how easy it is to travel. This is good example of Ambient Marketing that have attracted the attention of many people in Internet, making this video viral. You can see it below.

Some colorful doors, carrying the name of an European city, have been placed in different spots in Paris, attracting immediately the attention of passers-by. Some of them, curious, have approached and after having opened the door they have been catapulted in another city. In front of them a big screen was unveiled and this wasn't just showing images of famous cities, but was interacting with them. Spectators have had the possibility to play with a mime artist in Milan, to have a romantic boat trip on the Lake of Geneva, to have a caricature made in Brussels, to dance hip-pop in Barcelona, to accompany some German guys in Stuttgart, riding a real bike.

This campaign was planned by the director Nathan Besse that has used satellite connection and custom-made digital screen to create e realistic experience. The video (that has been broadcasted in cinema too) is now viral and is part of larger marketing campaign that involves bus ads and the replica of some areas of famous European cities in stations.