| Title | THE SOCIAL BOOK |
| Brand | BIC |
| Product/Service | TIPP-EX |
| Category |
C02. MICROSITE |
|
Entrant Company
|
BUZZMAN Paris, FRANCE
|
|
Advertising Agency
|
BUZZMAN Paris, FRANCE
|
|
Media Agency
|
LABELIUM Paris, FRANCE
|
|
Production Company
|
ICONOCLAST Paris, FRANCE
|
|
Production Company 2
|
WE ARE ANONYMOUS Paris, FRANCE
|
|
Production Company 3
|
WE ARE FROM L.A. Paris, FRANCE
|
Credits
| Georges Mohammed Chérif |
BUZZMAN |
Ceo/Creative Director |
| Thomas Granger |
BUZZMAN |
Vice President |
| Julien Levilain |
BUZZMAN |
Associate Director |
| Santiago Cosme |
BUZZMAN |
Artistic Director |
| Miguel Durão |
BUZZMAN |
Copywriter |
| Olivier Lopez |
BUZZMAN |
Account Manager |
| Loïc Coelho |
BUZZMAN |
Account Executive |
| Julien Scaglione |
BUZZMAN |
Head Of Social Media |
| Joeffrey Arruyer |
BUZZMAN |
Social Media Consultant |
| Cyril Paglino And Clara Bascoul Gauthier |
BUZZMAN |
Communication/Pr Manager |
| Laurent Marcus |
BUZZMAN |
Head Of Digital Production |
| Lara Jane Lelièvre |
BUZZMAN |
Digital Producer |
| Vanessa Barbel |
BUZZMAN |
Head Of Tv/Print Production |
| Elodie Poupeau |
BUZZMAN |
Tv/Print Producer |
| Adrien Armanet |
Iconoclast |
Director |
| Vanessa Chabrel |
Bic/Tipp/Ex |
Marketing/Digital Director |
| Nathalie Hoffherr |
Bic/Tipp/Ex |
Marketing Manager Europe |
| Maria Martini |
Bic/Tipp/Ex |
Senior Product Manager Correction And Marketing Europe |
| Iris Chatelier |
Bic/Tipp/Ex |
Assistant Product Manager |
Creative Execution
As solution, we decided to make a brand new web campaign, but this time, not on youtube. That’s why we invented the first participatory book instantly translated into 5 languages, with the special guest Pharrell Williams. Our aim was to reach the popularity that we obtain with the first and the second Tipp-ex episodes.
Our followers loved the first two Tipp-Ex campaign and what they really loved was the originality of our advertising and the possibility to interact and be an active protagonist for the creation of contents.
We knew that this two points, interaction and originality, were the key of our success and we had to use it, but this time in a different way.
Results
120 131 visits on the website
744 976 views in the video
+ 13K shares on social network
+ 276 apparitions in media
155 countries reached
+144,8 M of people potentially reached
1,88 M of earned media
The objectives that we and BIC wanted to reach was to obtain the same popularity that Tippex obtained with the two youtube episodes: “a hunter shoots a bear” and “the hunter and the bear birthday party”. Our target was young people from 18 to 25, online and interested in technology.
With our first advertising the user had, for the first time, the power to decide by just adding some words on the title of the video. We collected millions of views on our advertising because the user fell himself active in the creative process. But making another video with a different story wasn’t what we wanted. We wanted to let people participate to writing the story, and we wanted make it with something never seen before on the internet, as we always do. That’s why we made the first participatory book instantly translated into 5 languages.