Title	TURBO : FROM THE KITCHEN TO THE RACETRACK
Brand	20TH CENTURY FOX
Product/Service	TURBO
Category	A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
Advertising Agency	FUSE Boulogne Billancourt, FRANCE
Media Agency	PHD FRANCE Boulogne-Billancourt, FRANCE
Entrant Company	PHD FRANCE Boulogne-Billancourt, FRANCE

Name	Company	Position
Bertrand Beaudichon	PHD FRANCE	Managing Director
Yannick Wittenauer	FUSE FRANCE	Managing Director
Maud Caixeiro	FUSE FRANCE	Client Director
Stephanie Masson	PHD FRANCE	Business Manager Senior
Valerie Merveille	FUSE FRANCE	Production Manager
Marion Dessemme	PHD FRANCE	Strategic Planning Manager

Results and Effectiveness

My dream came true: the race images were broadcasted to a wider target audience on the biggest TV French channels and entertainment blogs and websites. The video was so engaging that it was watched at 90% and shared 5000+ times. Thanks to free media, we fastened the pace of excitement with 6M people reached. Finally, stormed ahead of the race with “Planes” with more than 2.3M visitors to the movie compared to Planes 1.5M and crossed the finish line at rank n°9 in the French box office. What a fast success for such a slow animal… Thank you snail eaters!

Creative Execution

As every aspirant pilot, my dream was to compete against a real champion… You think this is crazy? But that’s exactly what we did: Our idea was to create the most unexpected race between me (an over-motivated snail !) and the fastest man on earth, the all-time most titled automotive pilot Sébastien Loeb, whose popularity helped speed up the interest for the operation. First, we organized “the Turbo challenge”, an immersive event where teams of influencers and journalists were trained by Loeb to compete in real racing cars. They could also encourage real snails racing on a special “snail track”. Then, an offbeat viral video showing how Loeb trained me for the final race was relayed on YouTube. Have you ever imagined a snail doing weightlifting, supported by cheerleaders holding “lettuce” pom –poms? This gives you an idea of what people could watch on Youtube, and share on social media.

Insights, Strategy and the Idea

“No dream is too big, no dreamer is too small”…. My name is Turbo. My dream in life is to become a racing champion… Quite a challenge knowing that… I am a snail! 20th Century Fox and Dreamworks were in the starting-blocks to tell the story of my life in an animated movie: Turbo. They wanted to make it the number 1 choice for families during the autumn holiday break. And this facing their famous competitor, Disney, releasing “Planes” the previous week… So how to seduce a nation of “Frenchies” who would sooner see snails on a plate than on ... a racetrack ? The idea in order to convince parents to take their children to cinemas was to replicate, in real, the plot of the movie, for grown-ups and for media and make them talk about it even before the release of the movie…