SOURCE: eStara

March 12, 2007 11:00 ET

eStara Click to Call Powers Viral Campaign for High-Speed Train

eStara Partners With Interactive Agency TBWA\Paris to Create Innovative Campaign Combining Viral Marketing, Interactivity and Personalization

RESTON, VA -- (MARKET WIRE) -- March 12, 2007 -- TGV, France's high-speed rail service, launched S.O.S. Bonnes Excuses (Good Excuses), reaching out to business travelers through emails and personalized videos, and directing them to Adding a new twist, the campaign leveraged eStara's Click to Call technology to bring the phone channel into the mix.

Through a campaign created by TBWA Interactive, S.O.S. Bonnes Excuses used personalization and interactivity that encouraged hard-working Web surfers to forget the stresses of everyday life, and stop making excuses for not getting away.

eStara's technology is integrated into one of the three videos produced for the campaign, "Secret Agent." By filling out an online form, the online consumer sends an email to the recipient of his choice to view a "top secret" video. When the recipient views the video, they not only see personalized elements from the form filled by the sender, but they simultaneously receive a phone call from the character playing the Secret Agent in the video.

"We really wanted to surprise people with this new campaign," said Aurélie Fossoux of TGV. "The mix of online video and eStara's technology truly captures the viewer's attention."

According to Thibaut Behaghel, General Manager of eStara Europe, "With this campaign, SNCF, France's national railway company, is truly innovating by launching the first campaign in France to integrate eStara's technology with online video. Seeing the success of other campaigns around the world that have leveraged eStara's technology, TGV, and its interactive agency TBWA, saw an opportunity to combine a funny film with a phone call to create a lot of buzz for their brand, and encourage recipients to share the video with other people."

About eStara

eStara is a leading provider of proactive conversion solutions for enhancing online sales. The world's most recognized brands -- including Continental Airlines, DaimlerChrysler, Dell Financial Services, and -- leverage eStara's OnDemand services to engage customers with the right form of contact at the right time to increase revenue, reduce website abandonment and improve customer satisfaction. eStara is a wholly owned subsidiary of ATG (Art Technology Group, Inc.) (NASDAQ: ARTG). For more information, visit

This press release contains forward-looking statements for purposes of the safe harbor provisions under The Private Securities Litigation Reform Act of 1995. Further details on these risks are set forth in ATG's filings with the Securities and Exchange Commission. These filings are available free of charge on a website maintained by the SEC at Additional risk factors related to the subject matter of this press release include: the possibility that eStara's product and service deployments will not be successful, on time or significantly enhance the user's Internet experience; the need to adapt to rapid changes so products and services do not become obsolete; the possibility of errors in eStara's software products and services; the possibility that eStara's offerings will not enhance its customers' online sales or otherwise provide the expected benefits to its customers; and the possibility that eStara's product strategy may change in the future. eStara and ATG undertake no obligation to update any of the forward-looking statements after the date of this press release.

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