Title | THE MORE THE MERRIER |
Brand | PUBLICIS GROUPE |
Product/Service | PUBLICIS GROUPE WISHES 2014 |
Category |
A10. BRAND VOICE (INCL. STRATEGIC STORYTELLING) |
Entrant Company
|
DIGITASLBI FRANCE Paris, FRANCE
|
Advertising Agency
|
DIGITASLBI FRANCE Paris, FRANCE
|
Production Company
|
PRODIGIOUS SAINT-DENIS, FRANCE
|
Credits
Bridget Jung |
Digitaslbi Paris |
Chief Creative Director |
Nicolas Thiboutot |
Digitaslbi Paris |
Creative Director |
Frederick Lung |
Digitaslbi Paris |
Creative |
Philippe Pinel |
Digitaslbi Paris |
Creative |
Chisato Tsuchiya |
Digitaslbi Paris |
Art Director |
Julien Terraz |
Digitaslbi Paris |
Creative Technologist |
Alexandre Gallais |
Digitaslbi Paris |
Project Manager |
Amelie Cruchet |
Digitaslbi Paris |
Communication Officer |
Brice D'annoville |
Digitaslbi Paris |
Creative Technology Production Manager |
Philippe Bordachar |
Digitaslbi Paris |
Creative Technology |
Loup Rodolphe Thibault |
Digitaslbi Paris |
Creative Technologist Coder |
François Nemeta |
Prodigious |
Director |
Thierry Delesalle |
Prodigious |
Producer |
Jeremy Vissio |
Digitaslbi Paris |
Motion Designer |
Charlène Plozner |
Prodigious |
Production Officer |
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 Paris |
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 very 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 whilst delivering his speech surrounded by a confetti storm, cheerleaders or even Chinese dragons…
The Brief
The merger had always been discussed in a financial way. Our goal was to humanise it and demonstrate that Publicis Groupe is, and will remain, an innovative group of individuals. We did it through the voice of its leader Maurice Levy with an innovative video that brought co-workers physically together at Christmas time.
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.
- 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.