| Title | THE MORE THE MERRIER |
| Brand | PUBLICIS GROUPE |
| Product/Service | PUBLICIS GROUPE WISHES 2014 |
| Category |
A01. CORPORATE REPUTATION & COMMUNICATION |
|
Entrant Company
|
DIGITASLBI FRANCE Paris, FRANCE
|
|
Advertising Agency
|
DIGITASLBI FRANCE Paris, FRANCE
|
Credits
| 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.