OUIGO - Let's play
Open the game- Brand
- OUIGO
- Year
- 2017
- Objective
- Awareness
- Platform
- Web
- Agency
- ROSAPARK
- With
- Merci-Michel
Objective
OUIGO, France's low-cost railway service, needed to build brand awareness and reinforce its positioning as colorful, affordable, fast, and fun. The brand adopted a pinball game universe as its creative platform to make train travel more engaging and approachable to commuters and potential passengers, launching an interactive web game alongside a TV spot in May 2017.
Solution
The campaign featured a browser-based pinball game playable on desktop and mobile devices, where players completed eight missions centered on OUIGO's key destinations (Paris, Marseille, Strasbourg, Rennes, and others). The core mechanic involved earning letters to spell "OUIGO" by clearing missions; gameplay included multiball and jackpot modes typical of arcade pinball. Built on p2.js physics engine and Three.js rendering, the game was accompanied by a physical arcade cabinet using Node.js and Arduino for input control. The cabinet followed the retro arcade aesthetic of Moon Patrol and Joust.
Results
The project earned FWA Site of the Day, Month, and Year awards and Awwwards Developer Award plus Day, Month, and Year recognition. No published metrics on player engagement, reach, or sales impact were found.