| Title | MON MEILLEUR SOUVENIR |
| Brand | PLANET CARDS |
| Product/Service | PHOTO BOOK |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
AGENCE VERYWELL Toulouse, FRANCE
|
|
Advertising Agency
|
AGENCE VERYWELL Toulouse, FRANCE
|
Credits
| Gallais Steve |
AGENCE VERYWELL |
Ceo |
| Bilak Vincent |
PLANET CARDS |
Marketing Director |
| Bernard Vivien |
AGENCE VERYWELL |
Creative Director |
| Boffeli Germain |
AGENCE VERYWELL |
Art Director |
| Courtey Paul |
AGENCE VERYWELL |
Account Manager |
The Brief
Planet Cards is an European online printer specialized in birth announcements.
Recently they have expanded their offers with printings and photo books. Outsider in their market, they seek to position their reputation by basing everything on emotion caused by their product. The main target is large, general public and especially the family.
Describe how the promotion developed from concept to implementation
Rather than having a traditional marketing speech over-used by their competitors, we wanted to get back to basics : the emotion generated by paper.
We did an experience in a theater with 100 people representative of the customer panel.
These people where surprised when they found themselves in front of their memories in the form of a photobook , some laughed and others even cried of joy.
The video was posted on YouTube and has been viewed more than 300,000 times in just one week.
In addition a digital device has enabled thousands of people to recreate the experience online.
Describe the success of the promotion with both client and consumer including some quantifiable results
Thanks to a dozen of hidden cameras we have been able to immortalize this session, we can see an upset public, seized by uncotrollable emotions, tears, laughter and tenderness.
In less than one week, the video has exceeded 300 000 views on YouTube, and the testimonies of users have been numerous. More than 8500 people in the digital experience, thousands of tweets, and hundreds of articles in the press have made of this campaign a key operation, exposing more than one million and a half of contacts for a budget below 30K€.
Explain why the method of promotion was most relevant to the product or service
Whereas all the brands put it all in marketing offers, we have highlighted the emotion.
Nobody is indifferent in front of his best memory photo-book, so it’s natural that the device has affected hundreds of thousands of people for its content.
The duel between paper and digital has proved his worth and Planet Cards has been identified without communicating directly on his offer.
In addition a public relations action helped to trap fifty bloggers who have been a good relay to the general public.