Title	SFR 4G LIVE
Brand	SFR
Product/Service	4G NETWORK
Category	A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS
Entrant Company	RED Paris, FRANCE
Advertising Agency	RED Paris, FRANCE

Name	Company	Position
Christian Verger	Red	President
Olivier Despres	Red	Deputy Director General
Elie Trotignon	Red	Creative Director
Mathieu Dubray	Red	Art Director
Tanguy Galllis	Red	Copywriter
Romain Delga	Red	Account Director

The Brief

On 21 September, 2013, SFR launched 4G in Paris, a month before its competitors. To mark the event and highlight the brand, we put on a live demonstration of the benefits and performance of SFR's 4G, to attract both current and prospective brand customers. At the Grand Palais, SFR organized the 'SFR 4G Live Night'. 5000 spectators were able to attend the first electro DJ set ever launched remotely - by Vitalic using his 4G-connected Smartphone - to demonstrate the innovation and immediacy of the new network offered by SFR.

Describe how the promotion developed from concept to implementation

SFR wished to adopt a customer-centred approach and present itself as the operator at the cutting-edge of innovation. We offer a complete global 3-phase event for customers and prospective customers to demonstrate the benefits of the new SFR network. Phase 1: A major event in the Grand Palais, 'SFR 4G Live Night', where, for the first time, a Dj set was launched remotely through a Smartphone connected over 4G. Phase 2: Through the www.4glives.sfr.fr web platform, we offered the whole of the French population the opportunity to remotely control robots operated by Smartphones connected over 4G Phase 3: We installed robots in SFR stores to enable the whole of Paris to take control of them and test the 4G network.

Describe the success of the promotion with both client and consumer including some quantifiable results

- The concert was seen live by more than 5000 people• with another 700 000 streaming it live online -• Almost one spectator in 5 visited the dedicated corner at the Grand Palais for a live experience of the '4G Robot' -• The public interacted with our robots more than 1 000 000 times on the web platform and discovered the power of the SFR 4G network -• Even the Mayor of Paris and the Minister of the digital economy tested the '4G Robot' experience -• The project received a lot of media attention and was featured in articles and stories all over France. - Thanks to our robots, 4G finally got the French welcome it deserved.

Explain why the method of promotion was most relevant to the product or service

To present SFR's 4G, we sought to combine technological innovation and network quality. Vitalic the DJ - a few minutes before his show, used his Smartphone, connected over 4G, to operate robots present onstage and start his DJ set by remote control. The live demonstration of 4G demonstrated the immediacy of 4G. What better way than music to prove the immediacy of downloading? Vitalic, a well-known DJ, launched his electro set using SFR's 4G, thus proving the reliability of the SFR network.