Title	SFR 4G LIVE
Brand	SFR
Product/Service	4G NETWORK
Category	A06. USE OR INTEGRATION OF MUSIC
Entrant Company	RED Paris, FRANCE
Contributing Company	RED Paris, FRANCE

Name	Company	Position
Christian Verger	Red	President
Olivier Despres	Red	Deputy Director General
Elie Trotignon	Red	Creative Director
Mathieu Dubray	Red	Art Director
Tanguy Galllis	Red	Copywriter
Romain Delga	Red	Account Director

The Campaign

The launch of 4G is taking place in an intensely competitive context, in a market shaken by the arrival of a fourth mobile operator which has broken the price model and created a crisis of confidence among the incumbents. The launch of 4G has provided an opportunity for operators to enhance their deals and regain the initiative in the field of technological leadership. All operators have invested heavily in publicizing the deployment of their 4th generation mobile network, highlighting the theoretical and quantitative benefits in terms of performance (coverage, speed etc.), but without bringing consumers into the world of this new technology. What is more, ARCEP - the telecom regulator - has allowed Bouygues Telecom to convert its old 2G frequencies to 4G; this means that this operator can deploy its 4G network at a lower cost and, above all, it can offer national coverage from its launch in October 2013. It was therefore important for SFR to get a step ahead in the 4G field, but especially to adopt a position that differentiates it from the competition. With SFR, we have opted for a customer-centred approach to show consumers the key daily benefits of 4G.

Results

On 21 September, SFR launched 4G in Paris. The goal: to make this launch a major national event and position SFR as the operator at the cutting edge of technology. For this occasion, we organized the biggest musical event of the season at the Grand Palais in Paris: 'SFR 4G Live Night' The opportunity to offer 5000 Spectators an unprecedented experience: the 1st electro set mixed remotely using the SFR 4G network. Specifically, Vitalic, a well-known DJ, launched his mix from a taxi, using his smartphone to remotely control 4 robots installed onstage: the idea being to illustrate the immediacy of the 4G network. The evening's spectators were also able to test SFR's 4G for themselves by controlling robots, through a dedicated corner. At the same time, a web platform was put online to relay the event live throughout the whole night. From the following day, web surfers could relive the evening on video; more specifically, they could discover a new experience by taking control for themselves on SFG's 4G network. Web users were able to remotely control a telephone installed in a studio with 4G coverage, through a robot tasked with performing the actions ordered by the users - all streamed live. For a whole month, the population in every region of France was therefore able to test the power and the speed of SFR's 4G network. To create traffic on the platform we capitalised on the evening's content, the development of a viral video around the Vitalic experience and the purchase of advertising space. The experience was also relayed in shops, via the installation of interactive corners, where customers could locate the robot. This operation, organized in under a month, mobilized the SFR and RED teams and presented a major technological challenge, which required a dedicated R&D team for an event with genuine 360° reach.

We capitalized on a well-known event organized each year by SFR and very well attended by Parisians: 'SFR Live Night' - renamed 'SFR 4G Live Night' for this occasion. This night draws thousands of spectators who were able to witness an event on the theme of the 4G network, formatted for mass broadcast on social networks, while offering a range of corners where spectators were able to test 4G for themselves. A PR event was also organized to ensure broad coverage, in addition to a 360° media plan including press, billboards, radio and web.

The 360° device had a significant impact around the event: •- The concert was seen live by more than 5000 people •with another 700 000 streaming it live online •- Almost one spectator in 5 visited the dedicated corner at the Grand Palais for a live experience of the '4G Robot' •- The public interacted with our robots more than 1 000 000 times on the web platform and discovered the power of the SFR 4G network -• Even the Mayor of Paris and the Minister of the digital economy tested the '4G Robot' experience -• The project received a lot of media attention and was featured in articles and stories all over France.