Dagobert Creates Brand TV for French Motorway

Russ Curry, Ministry of New Media

After Orange, Hertz, Yves Rocher, SNCF (French Railways) and the Française des Jeux (National Lottery) we were wondering where the magicians at Dagobert would wave their magic wand next. Well, we’ve just heard they’ve launched a trial site at a motorway service station for SANEF, one of the largest motorway operators in France.

SANEF’s objective is to strengthen the quality of its customer service, develop brand awareness and communicate the complete range of its services, so they came up with the idea of “SANEF and You” info centres in its service stations. SANEF chose Dagobert for the creation and the development of a Brand TV designed to transmit its values, increase the number and quality of contacts with its customers and to support the sale of already existing services.

Assevillers, on the A1 motorway linking Calais, Lille and Brussels with Paris, one of the busiest service stations in France, was chosen for the first “SANEF and You” installation. Dagobert helped design a content strategy with multi-screens and a Brand TV in 4 autonomous zones: ‘Information 24h/24’, ‘Advice’, ‘Services’, ‘Tourism’. The agency built a brand identity in phase with SANEF’s key values and its new graphic codes. The design of the installations and programming take into account the difference of moods in the four zones.

Defining an effective content strategy

The brief was to attract the attention of the 2,5 million travellers who pass through each year, and then encourage them to enter & stay in the 130 m² info centre by providing information & entertainment. The agency produced and segmented information according to various typologies and levels of interest. The ‘Advice’ zone displays the various SANEF offers; the ‘Services’ zone promotes the brand’s commitments to sustainable development and safety; the ‘Tourism’ zone promotes the Picardy region in which the service Station is situated. The main zone is ‘Information 24’ which gives traffic, the weather and journey time information in real time and which can also be personalised through the use of touch-screens.

Dagobert designed all the graphics as well as the flash and video content. A video link between the various zones is intended to stimulate curiosity and movement between the zones.

You can see the video presentation on Dagobert’s Facebook page here.

The Assevillers centre was opened on April 27th and will go through an initial test phase. When successful, the concept will be rolled out to the other service stations in the network.

Ranked 4th in the motorway sector in Europe, the Sanef group operates and provides maintenance for a 1743 km network of motorways in the North (A1, A2, A16), the East (A4, A26) and Normandy (A13, A14, A29) through its subsidiary Société des Autoroutes Paris-Normandie. Sanef, which was created in 1963, had a turnover of close to 1.15 billion euros in 2005 and has 3600 employees. It is listed on the Eurolist of the Euronext in sector A (ISIN code: SNF).


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