Title	LA PETITE EQUIPE
Brand	L'EQUIPE
Product/Service	L'EQUIPE
Category	C06. Publications & Media
Entrant Company	DDB PARIS, FRANCE
Advertising Agency	DDB PARIS, FRANCE

Name	Company	Position
Alexandre Hervé	Ddb Paris	Executive Creative Director
Mélanie Pennec	Ddb Paris	Art Director/Copywriter
Jean Weessa	Ddb Paris	Art Director/Copywriter
Fabien Donnay	Ddb Paris	Account Director
Olivier Massanella	Ddb Paris	Account Executive
Beatrice Roux	Snc L'equipe	Advertiser Supervisor
Damien Darroman	Snc L'equipe	Advertiser Supervisor
Amaury Kergoët	Snc L'equipe	Advertiser Supervisor

The Brief

On November 9th 2014 the most looked-forward-to football game of the year, the Classico, will be held: Paris – Marseille, a game followed by an average of 3 million viewers. On Monday the 10th, as every time following a big sporting event, everyone will debrief the game. And most people will turn to the sports newspaper, L’Équipe. But how can we treat the subject in a different way to speak about the brand making it an event? There are football fans that won’t shy away from analyzing the Classico: they are children. What if L’Équipe offered them a dedicated newspaper ? A newspaper written by them and for them, “La Petite Équipe”.

Campaign Success

Hiring phase: from 16th to 27th of October 2014 There is no newspaper without journalists. The process started with their hiring. To be eligible to try their luck there were two criteria: the kids should 9 or 10 years old and analyze the last playground game like professionals. To reach a maximum of parents, we imagined a dedicated Facebook app and press releases to send back to the newspaper. Promotional phase: from 3rd to 9th of November 2014 Publication of the event issue La Petite Equipe: November 10th 2014

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

A media investment evaluated at 1.5 million euros (space purchasing + production) 5000 essays of (very) hardworking 9 or 10 years old children. An highly exposed media coverage (press, Web) of the Equipe brand in advance of and during the most looked-forward-to sporting event of the Ligue 1. 3 mornings covered the event the next day after the game : RTL (twice) and France Bleu, which is almost 3.4 million listeners. Professional press spins-off in CBnews, Stratégies, the AND but also on Sport.fr and Actukid.fr.

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

To create “La Petite Équipe” we hired children demanding them to write the review of their break’s football game including marks, data…directly on the newspaper trought a dedicated page and on facebook on a dedicated app. Thousand of children sent us their work, all made with a lot of heart. Beyond the special newspaper “La Petite Équipe” the 3 winners have seen their best quotes appear in L' Équipe before the classico to motivate people to buy "La Petite Équipe" on November 10th.