Project Overview
As part of its apprentice recruitment campaign, SNCF Réseau launched an innovative project: the creation of a video game on the Roblox platform. The goal was to introduce players to the world of railways and showcase the many career opportunities offered by the company.
The Challenge
This project was developed in collaboration with SNCF Réseau's internal teams, the agency Publicis Media, and the game development studio Swipe Back. The challenge was to coordinate between multiple stakeholders while ensuring the client's vision and objectives were fully integrated into the game's development.
The Solution
My role involved coordinating between SNCF Réseau and Swipe Back to ensure each stage accurately reflected SNCF Réseau's values and expectations. I also led the promotional launch, identifying relevant streamers who could effectively represent the game to the gaming community. Together with my team, we created promotional content published on SNCF Réseau and Konbini's social media platforms, boosting the game's visibility.
The Results
The campaign generated over 1.5 million views, 83,000 visits, and 13,000 interactions, significantly increasing interest in SNCF Réseau careers among young people. The initiative was recognized with several major awards: • 2024 Stratégies Media Grand Prix • Gold award for Best strategic use and deployment in digital & mobile media • Silver award for Best Strategic use and deployment on platforms & social media The campaign successfully filled all open positions.
Project Details
Client
SNCF Réseau