Winners & Shortlists

IN MY HOOD

TitleIN MY HOOD
BrandLICKSHOT
Product/ServiceMUSIC, ARTIST PROMOTION
Category C02. USE OF SOCIAL IN A PR CAMPAIGN
Entrant Company HAVAS PRODUCTIONS Puteaux, FRANCE
Advertising Agency HAVAS PRODUCTIONS Puteaux, FRANCE
Media Agency HAVAS MEDIA Puteaux, FRANCE
Production Company HAVAS PRODUCTIONS Puteaux, FRANCE
Credits
Name Company Position
Kevin Nugeron Max Et Son Collègue Kevin Creative Director
Maxime Trenton Max Et Son Collègue Kevin Associate Creative Director
Kevin Nugeron Max Et Son Collègue Kevin Copywriter
Maxime Trenton Max Et Son Collègue Kevin Art Director
Karim Naceur Havas Productions Executive Producer
Eva Joly Havas Productions Account Manager
Arthur Cantin Havas Productions Agency Producer
Robin Noel Havas Productions Editor
Stephane Clavel Havas Productions Agency Producer

The Campaign

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, because PORN IS A MEDIA. 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 Brief

The goal was quite simple : make people know that JoeyStarr is about to comeback with a new song "In My Hood". We new that most of the people who listen rap music, watch porn. The link was easy to make.

Results

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 sites 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 seen at this periode. In France, Belgium, Switzerland and french canada. Wich represents at the end 1.2 millions euros of earned media.

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.

The Situation

JoeyStarr, kind of a French Snoop Dog, is a famous rapper of the 90s who decided to start a career in movies in the 2000 s. Now he wants to go back to his first passion music but nobody is excepted him no more. the rapper have a hudge community but it is asleep. We decided to use it to make the campaign go viral. But to do so, we needed to find a new way to attract them with something they never see before. And because the budget was very low, the idea had to be the more efficient as possible.

The Strategy

The startegy was to launch the vidéo on the porn website first and implement it on youtube in a seconde time. The JoeyStarr community discovered fastly than we hoaxed them ans started to make the campaign grow. For sure after that we put the vidéo on youtube to let everyone watch it. Even before 18 years old. When the video came totally public, the press relay the entire operation. And everything was like we planed.