| Title | #THANKSFORBEINGLATE |
| Brand | EDITIONS POINTS |
| Product/Service | EPOINTS.FR |
| Category |
C06. Publications & Media |
|
Entrant Company
|
MARCEL Paris, FRANCE
|
|
Advertising Agency
|
MARCEL Paris, FRANCE
|
Credits
| Patrick Gambache |
Editions Points |
Executive Director |
| Catherine Lauprêtre |
Editions Points |
Marketing Director |
| Marie Trébaol |
Editions Points |
Project Manager |
| Jérôme Lambert |
Editions Points |
PR |
| Pascal Nessim/Charles Georges-Picot |
Marcel |
CEOs |
| Anne de Maupeou |
Marcel |
Creative Chairman |
| Dimitri Guerassimov/Fabien Teichner |
Marcel |
Chief Creative Officers |
| Jacquelin Guillaume-Duverne |
Marcel |
Social Media Creative Director |
| Damien Veillet |
Marcel |
Copywriter |
| Vincent Boursaud |
Marcel |
Art Director |
| Michel Kowalski |
Marcel |
Associate Director |
| Audrey Tato |
Marcel |
Account Director |
| Marine Trehorel |
Marcel |
Project Manager |
| Mélanie Colleou |
Marcel |
PR |
| Christophe Serret |
Marcel |
Technical Project Director |
| Areski Dehloum |
Marcel |
UX Designer |
| Sylvain Szewczyk |
Marcel |
Community Manager |
| Matthieu Braccini |
Marcel |
Mation Designer (case) |
The Brief
E-POINTS is an innovative collection of e-books,
where books are classified by their reading-length time;
anywhere from 5 to 60 minutes. In France nobody know this brand. That’s why we created #ThanksForBeingLate.
An innovative way to make people discover the E-POINTS short e-books collection.
We allowed every late people to apologize and make wait their friends by tweeting an ebook. But not just any e-book,
one with a reading length of the exact amount of time your friend will be waiting.
Campaign Success
#ThanksForBeingLate is relevant because it’s a totally new way to make discover short ebooks. The promotional campaign was implemented on Twitter in march 2015 during one week. The campaign run according to the original plan.
Describe the success of the promotion with both client and consumer including some quantifiable results
In one week, the operation generated more than 6 million media impressions on twitter,
and was unanimously acclaimed by the media,
leading to a spectacular and unexpected 5700 % increase in visits
on the E-points website.
Explain why the method of promotion was most relevant to the product or service
#ThanksForBeingLate is a typical Promo and activation campaign made to launch an innovative collection of e-books, where books are classified by their reading-length time.