2. CHALLENGE
Create brand preference among the 18-25 year-olds –
a key target for banking, as they represent new customers,
who are all the more scarce as people hardly ever switch banks
once they have settled on one after leaving their parents’.
IDEA
Hold true to BNP Paribas communications territory (dramas & movies)
and create a webseries revolving around one of the main issue affecting
young people – housing. Then link it to the solutions the bank offers
them in that domain. Let it be directed by an acclaimed author – Riad
Sattouf, best known for its depiction of young people through its first feature
film, Les Beaux gosses. And plug it to a 360 platform (TV, press, radio, web) where
the brand is not mentioned at first – and then uses the characters as spokespersons.
RESULTS
6,5% increase in the number of young people applying for credit; 1,6% increase in the number
of young people opening accounts; more than 11 million Internet views; more than 20 000
fans on Facebook; at the request of TV channels in great affinity (MCM / NRJ 12) with the
target audience, prime time broadcast of 10 episodes of the series.
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3. CHALLENGE
Fight against prejudices people may have regarding the
homeless – one of them, shared by 1 person out of 2, being
that if a homeless person cannot get off the streets, it is hisher
fault – at a time when the Samu Social needs funding more than
ever (both from the government and individual donations).
IDEA
Record homeless people’s everyday life as they live it – that is through
their own own eyes, thanks to a pair of sunglasses with a built-in
camera . Then falsely appeal to people’s voyeuristic tendencies by inviting
them (through banners, press inserts and stickers) to watch the whole
experience on a dedicated website. And make them experience how hard it is
to get off the street, by preventing them from leaving the site once they have
launched the video (when visitors want to leave, an error message appears:
‘sorry, it’s not that easy to escape the street’) – save a click on the Samu Social
logo, the only way to escape, which redirects them to a donation page.
RESULTS
A 12% increase of individual donations; a 10% increase of government funding; more than
100.000 people visited the site during the first week of the campaign – and 72% of them
returned to the site.
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4. CHALLENGE
Even though the problem of homeless children is reaching
an all-time high in Ukraine, people seem less and less
concerned about it – mainly because police tend to remove them
out of public view, outside the city.
IDEA
Make the most of street art and flyposting to bring children’s figures back
into the city centres and into people’s top of mind – with a simple message
accompanying those illegal posters: ‘you can remove me, but not the
problem’. While street artists kept replacing the ripped-off posters, inserts
using the same key visuals and tagline were inserted into magazines – and
intrusive banners and pop-ups were displayed on various websites. Last but not
least, some celebrity pictures on Facebook were photobombed with the children’s
figures inserted in the background.
RESULTS
PR; public debate; increase in donations.
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5. CHALLENGE
Create new consumption opportunities for Walkers’ crisps,
and promote them on both B2B & B2C levels.
IDEA
Illustrate the brand promise (Walkers can help make any sandwich
better) through a funny brand utility operation, where the Brand takes
control of the English town named Sandwich, turning its inhabitants
everyday life into something extraordinary. Hence the resulting surprise
events, such as Jenson Button driving a cab around town, Pamela Anderson
pouring beers at the local pub, free sandwiches for everyone made by triple-
Michellin-star chef Marco Pierre White etc. Eventually, the brand benefited from
massive earned media, generated either through the tweets of celebrities involved,
the posts of local inhabitants on their Facebook profiles and their blogs or the
national news coverage. In the end, it even convinced major supermarkets to give
Walkers a long-term space in the sandwich aisles.
RESULTS
A 5% increase in sales; £3.2 million worth of coverage; 53% recall; 1.6 million views for
the videos – all this through a one day event, with a minimum traditional media spend.
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6. CHALLENGE
Launch Union car insurance company on a higly competitive
and crowded segment – mandatory car insurances. Preference is
all the more difficult to create in that sector as most drivers believe
it offers them no real benefit, because they all feel they are responsible
enough – and that as a result their contribution will cover damage caused
by others, and never benefit them directly.
IDEA
Create a vigilante squad who roams the streets, looking for drivers with
dangerous / irresponsible behaviours – and then which prevents them from causing
potential car accidents by immobilising / disabling their vehicles in a funny way (such
as filling one of the victim’s car with pink styrofoam peanuts). Once the media have
started building the buzz, reveal it was part of the assurance company campaign to fight
against dangerous driving behaviours (in order to reduce the likeliness of car accidents, and
hence the amount of money every insured driver has to pay).
RESULTS
In 3 months, Union Insurance offer reached the same preference level as its 4 main
competitors; 500K€ worth of free media coverage (= half the campaign’s budget); 80.000
Facebook fans.
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7. CHALLENGE
Using only digital channels, promote the Tipp-Ex Pocket
Mouse during the back-to-school period – a critical moment for
the brand.
IDEA
Use an existing technology that has long struggled to find its place
(interactive videos triggered by keywords) – yet that is strongly connected to
the product features (= rewriting) – to tell a story that manages to be both fun
and innovative while staying true to the brand. Indeed, what appeared to be some
gloomy video about a hunter shooting a bear was in fact an invitation for viewers to
choose the end of the story by modifying the title of the video in real-time – and trying
to guess which kewords would trigger a new effect / end for the video.
RESULTS
An average 5 minutes and a half spent by user on the video; each viewer shared the link with
an average of 5 friends; media coverage equivalence estimated at more than 5M€; 217
countries reached; 25,5 million views on the channel (11 million for the first part of the
video).
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8. CHALLENGE
Promote AutoLiberté – an automatic car rental program that
aims at replacing the need of an individual car for light car users
– although cars remain important social markers, tools to assert
one’s personality and objects heavily associated with a sense of
freedom and independence.
IDEA
Forget the environmental argument (not user centric enough) and focus
instead on showing how owning a car and taking care of it can be a real source
of anxiety – and hence how better off one would be with just renting one. To
achieve that, create a series of viral videos from well-orchestrated hidden camera
stunts whereby car owners parked their cars, only to return minutes later to find
what appeared to be their cars compressed. A leaflet on the junk invited them to call
a fake number, supposedly linked to a governmental authority whose job was to
restrict the number of cars by getting rid of the unnecessary ones. Some of those calls
were aired live on NRJ (after a one week teasing campaign), seconds before the prank was
explained to them. French TV presenter Cauet was one the persons trapped.
RESULTS
+84% subscription to AutoLiberté; more than 2 million views on YouTube for the videos.
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9. CHALLENGE
Stand out from other fragrances in a saturated market (over
250 new product launches per year) and create preference
among young people.
IDEA
Build a lifestyle brand by creating an integrated campaign that ties the
product and its communications together around music – a key interest of
young people. Partner with a rising and trendy band (The Ting Tings) and
involve them at every stage, from the design of the product (record-shaped
bottle, fader-knob-like cap) to the print, digital and TV campaigns (recording of an
exclusive anthem, entitled ‘We’re not the same’) – the whole operation ending with a
live + digital event (an exclusive Ting Tings concert). A dedicated web radio was also
launched to build further upon the product’s universe.
RESULTS
$1.800.000 worth of PR coverage; 300.000 downloads of the anthem song; 506 000 Facebook
fans; Tommy Hilfiger decided to expand the Loud message to other product ranges, such as
Tommy Hilfiger Denim.
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10. CHALLENGE
Turn the brand’s promise – ‘driving the change’ – into
something truly concrete that people can really experience
and hence understand better, thus driving brand preference.
IDEA
Build a story around how the brand can foster change in people’s lives, by
using a mere fun fact as a starting point – that is the surprising increase in
fertility, happiness and life expectancy in some towns that coincided with
increasing sales of the Renault Mégane in those very towns. Therefore, pick a
random English town – Gisburn, acknowledged as a rather gloomy one. Bring in a
brand ambassador – Claude, a Renault Mégane driver from Menton, a town in the
South of France swarming with Meganes – who will challenge the inhabitants way of
life. And document the changes as they happen through a dedicated website, where
people can watch an 11 minute long documentary (employing Big Brother’s psychologist
as a spokesperson) and bet on Claude’s potential success or failure using their Facebook
friends as virtual money. A teasing campaign, deliberately sparking controversy over the
comparison between Gisburn and Manton, helped launch the site.
RESULTS
260.000 unique visitors to the site; 150.000 YouTube views; 12.600 Facebook fans for Claude,
who is still conversing with them; Gisburn twinned with Menton.
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11. CHALLENGE
Stand out from competitors on the very crowded segment of
chewing gums, by engaging consumers in an aspirational way
while stressing out the product’s main point of difference in the
meantime.
IDEA
Use Mentos gums particular round shape and packaging as media art tools.
Place several blister packs side by side to form a working canvas, and then pop
some Mentos gums out of those blister packs to draw shapes and figures using
the pointillism technique. Use the resulting artworks as billboards in busy city
centers, and through them invite people to log into a dedicated website where they
could enter a competition and draw their own patterns. Winning patterns are then
used for the digital display campaign – but also done for real by artists, and given to
their respective authors live on Music Plus (Quebec’s version of MTV).
RESULTS
1 out of 3 people who saw the campaign tried the product; huge aided awareness boost
(Mentos Gum reached 60% VS 32% expected); free coverage by 50 media properties; 24
minutes spent per drawing done on the website on average; 23% of those who visited
the website sent a viral message to an average of 2 persons.
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