| Title | IN MY HOOD |
| Brand | LICKSHOT |
| Product/Service | MUSIC, ARTIST PROMOTION |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
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Entrant Company
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HAVAS PRODUCTIONS Puteaux, FRANCE
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Advertising Agency
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HAVAS PRODUCTIONS Puteaux, FRANCE
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Media Agency
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HAVAS MEDIA Puteaux, FRANCE
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Production Company
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HAVAS PRODUCTIONS Puteaux, FRANCE
|
Credits
| Kevin Nugeron |
Havas Productions |
Creative Director |
| Maxime Trenton |
Havas Productions |
Associate Creative Director |
| Kevin Nugeron |
Havas Productions |
Copywriter |
| Maxime Trenton |
Havas Productions |
Art Director |
| Karim Naceur |
Havas Productions |
Executive Producer |
| Arthur Cantin |
Havas Productions |
Agency Producer |
| Stephane Clavel |
Havas Productions |
Agency Producer |
| Robin Noel |
Havas Productions |
Editor |
| Eva Joly |
Havas Productions |
Account Manager |
Results and Effectiveness
The campaign was launch by a simple post of JoeyStarr himself, shared 1200 times within an hour.
500 000 views on youtube in 48 hours. The JoeyStarr community, make this operation go viral with more than 1.5 millions impressions on social networks and shared the video with enthusiasm.
130 Frenchlanguage speaking websites and news papers which made articles about the operation like Libération, the huffington post, RTL, yahoo news and lots of others. Even women magazines such as grazia, public, femme actuelle, cosmopolitan helped to make this vidéo one of the most viewed at this periode. In France, Belgium, Switzerland and Canada.
Wich represents at the end 1.2 millions euros of earned media for a global budget of only 3000.
Creative Execution
We partnered with the famous French amateur porn website Jacquie et Michel to hoax internet users, reviving the codes of these websites and adding a little surprise at the end. There was no porn but a concert of JoeyStarr instead.
The video was first hosted on Jacquie et Michel website and then on Youtube.
The campaign was launched with a simple Facebook post of JoeyStarr himself, shared 1200 times within the next hour.
The community of the rapper shared proudly the operation, followed by the press wich cover massively the campaign.
Insights, Strategy and the Idea
Lickshot is a music production society. One of their biggest artist is a famous french rap singer call JoeyStarr. The rapper is about to launch a new track : "In My Hood".
After a hudge career in the music industry in the 90s, JoeyStarr (kind of a french snoop doggy dog) started a new one as an actor. But now he wants to come back to the music industry, and no one is expected him any more.
The Target of rap music is oftenly the same woh watch porn movies. Rap music and porn fields are quite close.
So, for an alternative character we needed alternative media. That's why we used Explicit adult website to promote JoeyStarr new track "In My Hood", because PORN IS A MEDIA.