{"id":34282,"date":"2016-08-29T16:47:46","date_gmt":"2016-08-29T20:47:46","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=34282"},"modified":"2016-09-02T11:28:00","modified_gmt":"2016-09-02T15:28:00","slug":"34282","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/34282\/","title":{"rendered":"VIA Rail et Cossette veulent changer les habitudes des automobilistes"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\" style=\"color: #000080; font-size: 20px;\">Le 1 septembre 2016\u00a0\u2013\u00a0En collaboration avec Cossette, VIA Rail Canada (VIA Rail) lance sa plus r\u00e9cente campagne intitul\u00e9e \u00ab\u00a0Pourquoi tu ne prends pas le train?\u00a0\u00bb.\u00a0<\/span><\/p>\n<p class=\"p1\"><img loading=\"lazy\" class=\"aligncenter wp-image-34280 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/09\/cossette-viarail-pourquoi-tu-ne-prends-pas-le-train.png\" alt=\"cossette-viarail-pourquoi-tu-ne-prends-pas-le-train\" width=\"431\" height=\"274\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\">Le but de la campagne\u00a0: convaincre les automobilistes de changer leurs habitudes de vie en adoptant le train, notamment dans le corridor Qu\u00e9bec-Windsor, o\u00f9 77% des gens utilisent l\u2019automobile comme moyen de transport.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Les messages vid\u00e9o suscitent le doute en comparant des habitudes de vie. \u00ab\u00a0Les messages sont des parties de ping-pong o\u00f9 les gens se questionnent sur certaines de leurs habitudes. Ces \u00e9changes ne font pas de vainqueur, mais laissent en suspens un doute. C\u2019est cet instant de r\u00e9flexion que nous avons d\u00e9cid\u00e9 d\u2019exploiter\u00a0\u00bb, commente Gilles Legault, directeur de cr\u00e9ation adjoint chez Cossette.\u00a0<\/span><\/p>\n<p class=\"p1\"><iframe loading=\"lazy\" src=\"\/\/www.youtube-nocookie.com\/embed\/XGukDuBSqjY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p2\"><span class=\"s1\">L\u2019\u00e9cosyst\u00e8me d\u00e9velopp\u00e9 en partenariat par Touch\u00e9!, Tink et Cossette est compos\u00e9 de nombreux points de contact. L\u2019analyse des diff\u00e9rents itin\u00e9raires a permis d\u2019\u00e9laborer des messages s\u2019appuyant sur les habitudes des voyageurs tout au long du parcours et sur comment l\u2019utilisation du train peut optimiser leur exp\u00e9rience de voyage.<\/span><\/p>\n<blockquote>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 16px;\">L\u2019identification des audiences qualifi\u00e9es et des potentiels de croissance sur chacune des routes exploit\u00e9es par VIA Rail a permis de b\u00e2tir une strat\u00e9gie m\u00e9dia chirurgicale avec comme ambition d\u2019interpeller les voyageurs durant leur processus de planification ou de voyage, puis ensuite de qualifier et exploiter l\u2019ensemble des donn\u00e9es collect\u00e9es afin de pousser dynamiquement des offres transactionnelles\u00bb, \u00e9labore Martin Soubeyran, vice-pr\u00e9sident chez Touch\u00e9!.<\/span><\/p>\n<\/blockquote>\n<p class=\"p1\"><span class=\"s1\">Une page d\u00e9di\u00e9e \u00e0 la campagne,\u00a0<a href=\"http:\/\/www.viarail.ca\/fr\/pourquoi-pas-le-train\" target=\"_blank\"><span class=\"s2\">www.viarail.ca\/pourquoi-pas-le-train<\/span><\/a>\u00a0,\u00a0a \u00e9galement \u00e9t\u00e9 d\u00e9velopp\u00e9e afin de d\u00e9mystifier les habitudes des automobilistes sur la route. <\/span><\/p>\n<blockquote>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 16px;\">Avec ce d\u00e9ploiement num\u00e9rique, VIA Rail met de l\u2019avant la personnalisation et l\u2019engagement des utilisateurs selon leurs perceptions du voyage en train. L\u2019exp\u00e9rience num\u00e9rique a \u00e9t\u00e9 r\u00e9fl\u00e9chie et adapt\u00e9e pour chaque cible, avec un grand accent sur la mobilit\u00e9 \u00bb, souligne Jocelyn Couture, pr\u00e9sident et chef de la direction de l\u2019agence num\u00e9rique Tink.<\/span><\/p>\n<\/blockquote>\n<p class=\"p1\"><span class=\"s1\">La nouvelle campagne s\u2019\u00e9chelonnera jusqu\u2019\u00e0 la p\u00e9riode des F\u00eates 2016 et se d\u00e9clinera en vid\u00e9o de type\u00a0<i>pre-roll<\/i>\u00a0sur le web, en affichage ext\u00e9rieur le long des routes, en affichage int\u00e9rieur dans les haltes-routi\u00e8res, les stations-service et les restaurants, en banni\u00e8res web ainsi que sur les m\u00e9dias sociaux. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Une s\u00e9rie de vid\u00e9os de 30 secondes et des vid\u00e9os dynamiques g\u00e9n\u00e9r\u00e9es sur YouTube, selon les tendances des abonn\u00e9s, viendront consolider le message aupr\u00e8s du public.<\/span><\/p>\n<h3 class=\"p1\"><span class=\"s1\" style=\"font-size: 20px; color: #000080;\">Cr\u00e9dits<\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\">Client\u00a0: VIA Rail Canada<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Agence\u00a0: Cossette<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Agence m\u00e9dia\u00a0: Touch\u00e9<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Agence num\u00e9rique\u00a0: Tink<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Maison de production\u00a0: Les Enfants<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">R\u00e9alisateur\u00a0: Maxime Giroux<\/span><\/p>\n<p class=\"p1\">\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_34282\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/34282\/\"  data-item_title=\"VIA Rail et Cossette veulent changer les habitudes des automobilistes\"  data-item_date=\"2016-08-29T16:47:46-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p> En collaboration avec Cossette, VIA Rail Canada (VIA Rail) lance sa plus r\u00e9cente campagne intitul\u00e9e \u00ab Pourquoi tu ne prends pas le train? \u00bb.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_34282\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/34282\/\"  data-item_title=\"VIA Rail et Cossette veulent changer les habitudes des automobilistes\"  data-item_date=\"2016-08-29T16:47:46-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":23,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[117],"tags":[],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/34282"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=34282"}],"version-history":[{"count":5,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/34282\/revisions"}],"predecessor-version":[{"id":34303,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/34282\/revisions\/34303"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=34282"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=34282"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=34282"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}