| Title | IN MY HOOD |
| Brand | LICKSHOT |
| Product/Service | MUSIC, ARTIST PROMOTION |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
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HAVAS PRODUCTIONS Puteaux, FRANCE
|
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Advertising Agency
|
HAVAS PRODUCTIONS Puteaux, FRANCE
|
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Media Agency
|
HAVAS MEDIA Puteaux, FRANCE
|
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Production Company
|
HAVAS PRODUCTIONS Puteaux, FRANCE
|
Credits
| Kevin Nugeron |
Havas Productions |
Creative Director |
| Maxime Trenton |
Havas Productions |
Associate Creative Director |
| Kevin Nugeron |
Havas Productions |
Copywriter |
| Maxime Trenton |
Havas Productions |
Art Director |
| Karim Naceur |
Havas Productions |
Executive Producer |
| Eva Joly |
Havas Productions |
Account Manager |
| Arthur Cantin |
Havas Productions |
Agency Producer |
| Stephane Clavel |
Havas Productions |
Agency Producer |
| Robin Noel |
Havas Productions |
Editor |
The Brief
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.
Describe how the promotion developed from concept to implementation
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.
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. Everything was like we planed.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
Rap music and porn fields are quite close.
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. 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.
He's community shared proudly the operation, followed by the press wich cover massively the campaign.