| Title | #HANDSOFF |
| Brand | MARC DORCEL |
| Product/Service | MARC DORCEL |
| Category |
C02. Microsites |
|
Entrant Company
|
MARCEL Paris, FRANCE
|
|
Advertising Agency
|
MARCEL Paris, FRANCE
|
Credits
| Marc Dorcel |
Marc Dorcel |
Chairman Of The Supervisory Board |
| Gregory Dorcel |
Marc Dorcel |
Ceo |
| Ghislain Faribeault |
Marc Dorcel |
Media Director |
| Matthieu Blanquet |
Marc Dorcel |
Project Director |
| Adeline Anfray |
Marc Dorcel |
Pr |
| Pascal Nessim/Charles Georges-picot |
Marcel |
Ceos |
| Anne De Maupeou |
Marcel |
Creative Chairman |
| Dimitri Guerassimov/Fabien Teichner |
Marcel |
Chief Creative Officers |
| Jérémie Bottiau |
Marcel |
Creative Director |
| Benjamin Taïeb |
Marcel |
Associate Director |
| Audrey Tato |
Marcel |
Account Director |
| Noëlla Neffati |
Marcel |
Project Manager |
| Xavier Le Boullenger |
Marcel |
Copywriter |
| Guillaume Leclerc/Cynthia Trinocque |
Marcel |
Art Director/Art Director Assistant |
| Cédric Dubourg |
Marcel |
Director |
| Yacine Saadi |
Marcel |
Editor |
| Julien Taillez |
Marcel |
Motion Designer |
| Mélanie Colleou/Nathalie Rolland |
Marcel |
Erp Managers |
| Louis Da Silva/Christophe Serret |
Marcel |
Technical Director/Technical Project Director |
| Eric Beaufol/Julien Felgueiras/Marie Tenegal |
Marcel |
Developers |
Creative Execution
For one week, MARC DORCEL has allowed Internet users to enjoy free x-rated films for free under one condition : watching them with no hands.
On Facebook and Twitter, MARC DORCEL has encouraged the adult film consumers to accept their « hobby » by making them publishing their performances : how long will you last with no hands ?
MARC DORCEL also asked to one of his famous Dorcel Girl to explain the concept in a video posted on Youtube. And Vine videos were also made with her to incite people to take on the challenge.
The campaign was a huge success with no purchase of media.
>> On Twitter :
- Trending Topics for 7 successive hours
- 5500 hashtag quotes
- 13 millions views
- 100 hackings posted on social networks
>> Impressive media support :
- More than 120 web articles on famous French media and even on feminine media
>> Anna Polina video went viral :
- 250 000 views
- 20 000 views on Facebook
- 60 000 views on Vine
>> And the website became a reference :
- visits x27
- viewed films x17
- subscribers x50
First of all, Internet users are getting used to consume everything for free : music, video game and even adult film. That is why MARC DORCEL launched the first legal 100% unlimited X-rated film offer to attract them. But even an unlimited access to more than 1.000 qualitative adult films seems not to be enough to convince them. The big challenge now is to change their habits and make them discover the advantages of a paid offer.
Moreover, the difficulty for adult film consumers is to accept that kind of « hobby ». So they mostly prefer watching pirated low-quality films with the greatest discretion, than choosing quality.
How can MARC DORCEL use non anonymous platforms as social networks to attract new customers?