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Games in Common
The Paris 2024 Games represent a historic transportation challenge, and on this occasion, the RATP enlisted HOPSCOTCH EVENT to envision and produce a large-scale internal communication campaign.
How to mobilize, unite, and involve the entire company to successfully accomplish the essential public transport mission during these Games?
The campaign “Les jeux en commun” (Games in Common) draws a parallel between the preparation of an athlete and that of all RATP agents, by showcasing the behind-the-scenes of their exceptional preparation, to foster a sense of belonging to a collective adventure.
In the context of the Paris 2024 Olympic and Paralympic Games, the RATP, as an Official Supporter of the Games, faced a significant challenge: transporting an additional one million passengers daily while maintaining network fluidity and service quality. To achieve this, the company launched an ambitious and mobilizing internal campaign, titled “Les Jeux en Commun”.
Designed to engage the group’s 65,000 employees, this campaign aimed to unite and motivate all teams by paralleling the preparation of RATP agents with that of athletes. The objective was twofold: to ensure unprecedented mobilization by recruiting 3,000 volunteers and 1,000 seasonal workers, and to highlight the company’s expertise in public transportation.
A large-scale deployment, right at the grassroots level
An inclusive and engaging program to harness all energies across all channels:
- 6 visuals featuring employees and athlete employees, with a photoshoot conducted at RATP sites. A truly embodied campaign!
- An immersive documentary series of six episodes, highlighting internal professions and expertise. Its success led to its external rollout as short capsules shared on social media.
- A dedicated intranet platform, allowing each employee to track progress and embrace the event.
- A massive poster campaign, with over 10,000 posters, banners, and screens in attachment centers.
- The design and production of 1,000 mobilization kits sent to managers and field teams to channel the energy of the Games.
- Support for several awareness and recruitment events, each gathering between 600 and 700 participants.
At the Heart of the Campaign: An Immersive Web Series Unveiling the Behind-the-Scenes of Preparation
The production teams will follow for over a year individuals from teams involved in various projects related to the preparation of the OPG and athletes supported by the RATP.
A stimulating and unprecedented look at the technical and organizational challenges, doubts, emotions, enthusiasm, team coordination on the ground, and the collective excitement leading up to the summer of 2024.
6 themed episodes of approximately 3 minutes each, a best-of, and a long format of 15 minutes are broadcast between July 2023 and September 2024.
Viewers will discover: gigantic projects like the extension of L14, intensive training for volunteers, site preparations, and enhanced accessibility, etc.
The narrators are everyday actors: a metro driver sharing her first Olympic training experience, a technician tasked with modernizing infrastructure, or a volunteer training to welcome travelers from around the world.
Through their voices, the viewer experiences the intensity of the preparations and rediscovers the professions within the group.
Simultaneously, the series follows athletes supported by the RATP: a sprinter, a breaking champion, or a guide for a visually impaired athlete share their doubts and determination… These mirrored stories reinforce the parallel between the challenges faced by the agents and those of the athletes.
A thank-you campaign that goes beyond internal boundaries
“Merci les jeux” (Thank You Games), an internal and external gratitude campaign deployed across multiple stations during the athletes’ parade, designed using photos taken during the Paris 2024 Olympic and Paralympic Games.
A Collective Success with Tangible Results
Thanks to this mobilization, RATP successfully rose to the challenge:
- 19,000 agents mobilized daily during the OPG
- Over 3,000 volunteers and 1,000 seasonal workers recruited for an initial target of 1,500.
- A high recall rate of the campaign, with 81% of employees remembering the initiative and 75% believing it accurately reflects internal mobilization.
A Lasting Legacy for the RATP
“Au-delà des Jeux” (Beyond the Games), this campaign has fostered a sustainable momentum, strengthening employee commitment to RATP’s public service mission and positioning the company as a key player in urban transportation. An exceptional mobilization for a historic event, leaving a lasting mark on the group’s history.