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OUIGO has strengthened the reliability of its data and the performance of its digital campaigns thanks to the combined use of Addingwell by Didomi and Didomi CMP.
This dual approach improved data collection, ensured GDPR compliance, and optimized marketing performance in a highly competitive environment.
Created in 2013, OUIGO, a brand of SNCF, aims to make train travel accessible to as many people as possible through low-cost routes across France.
Fully digital, the brand sells its tickets exclusively through its website and mobile applications, offering a smooth, 100% online experience.
Today, OUIGO counts:
- 800 employees
- +3 million monthly website visitors
- 140 million passengers carried since launch
Challenge
OUIGO operates in a fiercely competitive environment, where marketing performance and regulatory compliance must go hand in hand.
OUIGO faced several key challenges:
- Facing increasing competition: The low-cost railway market is expanding. OUIGO needed to boost engagement on its direct channels while differentiating itself through customer experience.
- Optimizing every marketing investment: With acquisition budgets constrained by its low-cost positioning, the brand needed to maximize the return on every euro spent.
- Balancing compliance and performance: As an SNCF brand, OUIGO operates under strict CNIL and GDPR requirements, where transparency and data governance are essential.
- Aligning media investments in real-time: The challenge was to syncing business goals with advertising algorithms while ensuring that data collection remains reliable and fully compliant.
Solution
To address these challenges, OUIGO, supported by Yuri & Neil, chose to combine Didomi CMP and Addingwell by Didomi, ensuring both compliance and data reliability.
Didomi: Complete Overhaul of Consent Management
- Deployment of a customized CMP across four websites and two mobile apps
- Banner implemented directly in the codebase for optimal performance
- Full audit of trackers and partners to guarantee transparency
- A/B testing on banner design and wording (bottom banner → pop-in)
- Intuitive interface focused on UX and clarity
“The interface is extremely intuitive, everything is clear, step by step. You don’t waste time figuring out where to modify something.”
— Simon Daudonnet-Dervieux, Analytics Consultant at Yuri & Neil
Addingwell: Reliability and Performance Through Server-Side Tracking
A few months after Didomi, OUIGO integrated Addingwell to strengthen server-side data collection and ensure reliable, exploitable first-party data.
Technical implementation included:
- Migration of 10 solutions and over 200 tags to server-side
- Custom conversion value per destination, aligning media campaigns (Google Ads, Meta, TikTok) with business priorities in real-time
- Sovereign, fully managed infrastructure with ongoing monitoring
- Close collaboration between Yuri & Neil, Addingwell, and OUIGO’s internal teams
“Server-side allowed us to access precise, secure product data, feeding reliable signals directly into advertising platforms.”
— Simon Daudonnet-Dervieux
Results
The combination of Didomi + Addingwell enabled OUIGO to exceed its goals by reconciling compliance, reliability, and marketing performance.
+20% opt-in rate
Following a complete redesign of the consent banner and continuous optimization through A/B testing, OUIGO significantly improved CMP performance.
The no-choice rate decreased from 36% to 24%, a drop of 12 points, while the acceptance rate increased by 15%.
Overall, these optimizations led to a 20% increase in the opt-in rate, reflecting a better balance between clarity, transparency, and user engagement.
Google’s Web Core Vitals, metrics for speed, interactivity, and visual stability, improved by 8%, highlighting a smoother and faster user experience.
These improvements were partly enabled by server-side tracking and partly by parallel application updates.
These results place OUIGO above the transportation market average, both in consent performance and advertising efficiency.
Conclusion
Thanks to the combined strengths of Didomi + Addingwell, OUIGO transformed regulatory constraints into real performance levers.
This unified approach ensures compliant data collection, reliable first-party data, and optimized advertising performance.
For digital brands like OUIGO, where every conversion matters, the combination of a robust CMP and high-performing server-side tracking makes all the difference.
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