| Title | A TRIP OUT TO SEA |
| Brand | GUY COTTEN |
| Product/Service | MARINE SECURITY GEAR / LIFEJACKETS |
| Category |
A08. ORIGINAL GAME OR USE OF GAMING |
|
Entrant Company
|
CLM BBDO Boulogne-Billancourt, FRANCE
|
|
Contributing Company
|
CLM BBDO Boulogne-Billancourt, FRANCE
|
|
Production Company
|
WANDA PRODUCTIONS Saint-Denis La Plaine Cedex, FRANCE
|
|
Production Company 2
|
GROUEK Paris, FRANCE
|
Credits
| Benjamin Marchal/Olivier Lefebvre/Matthieu Elkaim |
CLM BBDO |
Executive Creative Director |
| Eric Pierre |
CLM BBDO |
Creative Director |
| Charles Dessaux |
CLM BBDO |
Art Director/Copywriter |
| Emile Martin |
CLM BBDO |
Art Director/Copywriter |
| Cécile Pimont |
CLM BBDO |
Copywriter |
| Romain Bruneau |
CLM BBDO |
Account Manager |
| Thomas Laurent |
CLM BBDO |
Agency Producer |
| Muriel Garilli |
CLM BBDO |
Digital Producer |
| Damien Dupoux |
CLM BBDO |
Motion Designer |
| Lauren Weber |
CLM BBDO |
Pr |
| Ben Strebel |
WANDA |
Director |
| Perrine Schwartz |
WANDA |
Executive Producer |
| Julien Floutard |
WANDA |
Production Designer |
| Thomas Cornet |
WANDA |
Post Production |
| Jean Frédéric Passot |
WANDA DIGITAL/GROUEK |
Interactive Director |
| Romain Altain Aldea |
WANDA DIGITAL/GROUEK |
Executive Digital Producer |
| Swann Knani |
WANDA DIGITAL/GROUEK |
Lead Developer |
| Anthony Leblond |
THE |
Sound Design |
| Martin Sumeire |
THE |
Sound Design |
| Andeole Vu Dinh Ba |
CLM BBDO |
Account Executive |
The Campaign
Branded entertainment is widely used by advertisers in France and is regulated as any other media in France.
Broadcasting a drowning scene on TV is forbidden by French TV regulation. This is why we recommended Guy Cotten to create an online interactive experience, which allowed us to treat realistically the reproduction of a drowning at sea.
Furthermore, online format also allowed us to create a long lasting experience that provided an optimal immersion for the users.
Results
Each year in France, too many people drown at sea because they neglect to wear a lifejacket. 43% of French people believe that because they can swim they do not need one. However, no matter whether you merely enjoy water activities, are a boating enthusiast or a genuine professional, in the case of an accident, the chances of surviving without a lifejacket are unlikely.
How could Guy Cotten, a brand leader in marine clothing and safety equipment, raise awareness about the importance of wearing a lifejacket and make it a natural reflex?
We created an interactive and immersive video that made people sense and experience what it feels like to drown: A Trip Out To Sea. A subjective POV movie that realistically reproduced what a drowning victim feels, during which users had to scroll continuously to stay above the surface and keep going through the experience.
During long minutes, their only chance of survival was to never stop scrolling. The experience was a realistic reproduction of a drowning, as if it was really happening to them. The fact of scrolling continuously generated a physical and psychological exhaustion and quickly, tired of scrolling, users gave up and drowned, discovering the following message: At sea, you tire faster than you think. Whenever you go out to sea, wear your lifejacket.
They then understood how tiring it is to swim at sea without a lifejacket, just like it is tiring to scroll continuously.
A short teaser was sent to French TV channels, influent websites, bloggers and specialized press few days before the launch.
Then, once the website was online, we sent a press release in order to explain the aim of the activation, while Guy Cotten’s Facebook fan page and official website were driving people to sortieenmer.com.
The share mechanic allowed the users to share the experience with their friends in a challenging way, and spread the word very efficiently.
The experience generated a huge buzz, massively shared and spread on social networks and world’s most prestigious magazines, newspapers, blogs and TV channels.
Launched with a 0€ media plan, the experience instantly generated a massive buzz around the world, raising more than 800K of earned media.
The website recorded 1 Million unique visitors who virtually drowned in the first 48 hours, with an average connection time of 4’37”.
Hitting France first, the buzz quickly spread and reached 221 countries, raising an outstanding amount of positive feedbacks on Twitter and Facebook (100K shares). The average amount of users connected simultaneously on sortienmer.com reached up to 7K.
Traffic on Guy Cotten Facebook fan page literally exploded, increased by 2150%.
The buzz was relayed by world's most prestigious magazines, newspapers, blogs and TV channels: The Huffington Post, The Week, New York Daily News, Business Insider, Metro, France 3, Le Monde, BFM TV, Le Figaro, Adweek, Advertising Age, Creativity Online, The Verge, Taxi, BuzzFeed, Inquisitr, The Blaze, Buzzly, Complex, Co.Create, Melty Buzz, Gizmodo, Shots, France Ouest, Cosmopolitan, Glamour, France Inter, 20min, France Bleu, Les Echos, L’Express, Canada.com, Le Soir, Stratégies, Der Standard, B9, Union Puebla, Soy Chile… (More than 1200 articles worldwide).
Most of all, thousands of users said on social networks they would never neglect wearing their lifejacket anymore, praising the campaign’s strength and efficiency.