Winners & Shortlists

THE MORE THE MERRIER

TitleTHE MORE THE MERRIER
BrandPUBLICIS GROUPE
Product/ServicePUBLICIS GROUPE WISHES 2014
Category A01. CORPORATE REPUTATION & COMMUNICATION
Entrant Company DIGITASLBI FRANCE Paris, FRANCE
Advertising Agency DIGITASLBI FRANCE Paris, FRANCE
Credits
Name Company Position
Bridget Jung Digitaslbi Paris Chief Creative Officer
Nicolas Thiboutot Digitaslbi Paris Creative Director
Frederick Lung Digitaslbi Paris Creative
Philippe Pinel Digitaslbi France Creative
Chisato Tsuchiya Digitaslbi Paris Art Director
Julien Terraz Digitaslbi France Creative Technologist
Alexandre Gallais Digitaslbi Paris Project Manager
Amelie Cruchet Digitaslbi Paris Communication Officer
Brice D'annoville Digitaslbi France Creative Technology Production Manager
Philippe Bordachar Digitaslbi Paris Creative Technology
Loup Rodolphe Thibault Digitaslbi France Creative Technologist Coder
François Nemeta Prodigious Director
Thierry Delesalle Prodigious Producer
Charlène Plozner Prodigious Production Officer
Jeremy Vissio Digitaslbi France Motion Designer
Patrick Sigwalt Music
Peggy Nahmany Publicis Groupe Vp/Communications Director
Sabrina Pittea Publicis Groupe Communications Officer
Lindsay Mccallum Publicis Groupe Communications Officer
Damien Pitard Digitaslbi France Creative Coder

The Campaign

The Publicis Omnicom merger had always been discussed in a financial way. We used Maurice Lévy's 2014 internal greeting to start talking about it in a human way. 'The More the Merrier' The more people that join in during the video, the merrier it becomes. We developed a clever algorithm so webcams could count the number of people watching: by yourself, you'll only see a corporate speech, but if you gather some friends, you'll see Maurice Lévy trying to keep his cool while delivering his speech surrounded by a confetti storm, cheerleaders or even Chinese dragons… By creating the first youtube video that physically brings people together we generated interest and conversation about Publicis Groupe over social media networks (as well as traditional media). We realised that the employees themselves would be the best social currency to spread the word. To their surprise at the end of the experience, we gave them a 'group selfie' that had been taken by the webcam. They then shared this photo on their personal social networks.

The Brief

Our biggest PR challenge with this digital greeting was to inspire employees with optimism and excitement about belonging to this big Group, that was only going to get bigger in 2014. We needed to show a more human dimension to Publicis Groupe and engage employees on a personal level showing them that as we grow, it's just a case of 'The More, The Merrier'.

Results

Within a month, the experience had over-performed against set objectives: -More than 110000 times (which is great for a group with 59000 employees). -Average time spent on the video approx. 00:03:49 -More than 2828034 impressions on Facebook and Twitter and more than 2832 interactions. -Twitter Trending Topic -Worldwide media coverage in France, UK, USA, Germany, Italy, Switzerland, Belgium, Spain, South-America, Asia-Pacific and Australia... (more than 200 clippings). -But most importantly, we managed to get a digital greeting to bring Publicis Groupe co-workers physically together at Christmas time. The ultimate KPI was that employees volunteered to spread the word via their own social media accounts. We surprised them with a 'group selfie' that had been taken by the webcam...And 85% of participants shared it on facebook or twitter. But most importantly, we managed to get a digital greeting to bring Publicis Groupe co-workers physically together at Christmas time.

Execution

Every year Maurice Levy addresses his greeting to the employees of the Group through a Youtube video. Since we believe tradition doesn't prevent innovation, we set out to do something new in this well known media (YouTube). We realised that the employees themselves would be the best social currency to spread the word. To their surprise, at the end of the experience, we gave them a 'group selfie' that had been taken by the webcam during the video. Employees then shared this photo on their own personal social networks, making it not only a success with Publicis Groupe but also externally.

The Situation

Our biggest PR challenge with this digital greeting was to inspire employees with optimism and excitement about belonging to this big Group, that was only going to get bigger in 2014. We needed to show a more human dimension to Publicis Groupe and engage employees on a personal level showing them that as we grow, it's just a case of 'The More, The Merrier'.

The Strategy

Over the years Maurice Levy's greeting message has become quite a rendez-vous between the CEO and his employees at christmas time. Like any well-mannered person, Maurice Levy is never late to meetings, so we launched the video 3 weeks before christmas making sure that employees could watch the greeting before heading off on holiday.