IDFM chooses VML

Île-de-France Mobilités has selected VML to support its marketing and communications strategy targeting young people, encompassing all schoolchildren, college students, and their parents in the Île-de-France region.

This initiative, which is fully aligned with Île-de-France Mobilités’ brand strategy and will support and strengthen its brand positioning as an integral part of daily life for residents of the Île-de-France region, is led by Île-de-France Mobilités’ MaaS Services and Marketing Policy Department (PSMM) in collaboration with its Communications Division.

It aims to develop a cohesive engagement and communication strategy focused on young people in the Île-de-France region, whether they travel using a school pass, a Scol'R pass, or an imagine R pass.

This initiative comes as Île-de-France Mobilités seeks to evolve the “imagine R” brand—a symbol of youth in the Île-de-France region since its creation—toward a more responsible positioning that is better aligned with this generation’s economic and environmental expectations.

VML will provide services across the entire process, from strategic consulting to the production of promotional materials:

• Strategic Consulting & Target Audience Insights: Defining personas (youth and parents), conducting market research, and developing an annual communication plan aligned with the Île-de-France Mobilités brand platform.
• Evolution of the customer engagement program: Strategic recommendations and redesign of the “imagine R” customer engagement program, while developing synergies with other Île-de-France Mobilités services (Véligo Rental, bike parking, etc.).
• Activation & 360° Campaigns: Design, production, and oversight of communication campaigns; development of promotional plans (on-the-ground initiatives, in-person and digital events, point-of-sale materials); and management of related partnerships.
• Social Media & Community Management: Oversight, management, moderation, and reporting on the imagine R brand’s presence on social media (TikTok, Instagram, Facebook, X) and influencer marketing.