Title | #SHOOTTHECOOKIES |
Brand | McVITIE'S |
Product/Service | McVITIE'S BISCUITS |
Category |
F05. APPLICATIONS / TOOLS |
Entrant Company
|
FRED & FARID GROUP Paris, FRANCE
|
Advertising Agency
|
KIDS LOVE JETLAG Paris, FRANCE
|
Production Company
|
KILLDEATH PARIS, FRANCE
|
Credits
Fred/Farid |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Chief Creative Officers |
Marc Badinand/Laurent Toth |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Creative Director |
Anna Gadecka |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Copywriter |
Anna Gadecka/Souleman Diallo/Raphael Almazan |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Art Director |
Yael Eligoulachvili |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Producer |
William Mazaud |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Digital Artist |
Isabelle Constant/Lennie Stern/Edith Chapin |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Account Director |
Bao Tu Ngoc/Benjamin Bouzerau Bouzerau Levy |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Digital Producer |
Julien Leveque |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Media Strategist |
Thibaud Le Juge |
KIDS LOVE JETLAG FRED/FARID GROUP) |
Community Manager |
Creative Execution
You just have to install the plug in on your browser and choose which cookies from the list you would like to destroy. You can delete them with a simple mouse click. The promotion of shootTheCookies.com was spread all over the McVities Facebook Page and the official twitter account whereas partnerships with famous talent such as Mouloud Achour or Mickaël Young who used their own twitter account to promote #ShootTheCookies guaranted serve to increase the visibility of the campaign. A retargeting banners plan with 4 different scenarios explaining how much cookies are bad and annoying led the user to the campaign website, ShootTheCookies.com.
More than 1 million cookies were destroyed in the first 12h, and 4 Million in the following days. With less than 15 K of investment, Shoot the Cookies to get more than 5 Million in earned media, reaching thousands Twitter users and retweeted by influential users. #ShootTheCookies within 97% of agreement on social media, made the headlines of more than a hundred blogs among the most specialized and popular in France, but also in North America and Asia.
At the dawn of the war for privacy, Internet cookies are the enemies. Indeed like a little vitual snitch, Internet cookies are used to collect all your personal data and transfer them without your knowledge. We are McVitie’s and we make delicious British biscuits… It’s natural for us to hate cookies in all their forms, so we wanted to crush them everwhere, on the supermarket shelves, but also online helping people preserving their private life
We created Shootthecookies : a browser extension that scans for all cookies on your computer, and deletes them with one simple click. If the campaign increased brand awareness, its also considerably served the brand utility.