Title	FIRST CREATIVE IN SPACE
Brand	FCB PARIS
Product/Service	FCB PARIS
Category	B03. Use of Social Platform(s) in a Promotional Campaign
Entrant Company	FCB PARIS Paris, FRANCE
Advertising Agency	FCB PARIS Paris, FRANCE

Name	Company	Position
Nathalie Cogis	Fcb Paris	President
Julien Rotterman	Fcb Paris	Creative Director
Jérémy Treccani	Fcb Paris	Art Director
Baptiste Szuwarski	Fcb Paris	Copywriter
Ella Hagege	Fcb Paris	Project Manager
Angelina Ferreira	Fcb Paris	Community Manager
Andrei Soukatchev	Fcb Paris	Assistant Project Manager
Jean Dindinaud	Chez Jean	Sound Studio

The Brief

Years ago, FCB Paris was in the top creative agencies. But after a while without a creative director, we lost people’s interest. A new creative director came and decided things had to change. But to make a proper self-promotion as a creative advertising agency, we had to think big & different. Our strategy was to catch the advertising community’s attention with a crazy idea: sending the first creative into space thanks to balloons with a 100% social-media campaign. To send our lightest creative into space, we needed 36.895 balloons: we decided to get them by engaging people on Facebook and creating content on social media.

Campaign Success

Years ago, FCB Paris was a well-known, creative advertising agency. But after a while without a Creative Director, nobody cared about us. How to promote yourself and attract talents when you're perceived as a « not so sexy » advertising agency ? With a crazy idea: sending the first creative into space thanks to 36895 balloons. The mechanic: for each like on our FB page we inflated a balloon in the agency. Meanwhile, we released homemade content on social media so people could follow Baptiste’s adventures day to day. As the Facebook likes increased more balloons were inflated (+ 8500 fans). Conversations started and our agency became a centre of attention all over the world (a feature in 383 publications on sites, instagram, facebook, twitter...) allowing more than 1.000.000 of impressions. 23 days later came the big reveal: it was actually an incredible story for the craziest recruitment promotional campaign!

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

More than 100 applications (including 19 international ones) in 2 weeks. +1 client in community management + 12 prospect client meetings in 3 weeks 1,138,000 impressions 383 publications (Twitter, Facebook, Instagram, Sites, Blogs) + 1662% fans on Facebook (+ 8500 fans). 216 tweets (708 retweets) +584% visits on our twitter page during the campaign 5,206 likes, shares and comments on 20 FCB Paris’ Facebook posts. The best influencers on twitter talked about us : Adweek, Creativity, Campaign Asia, MinuteBuzz, Il était une pub, CNES, La Réclame, Campaign Brief, LBB online. In the weekly Top 6 of BestAdsOnTV.com in Best Interactive category. From nowhere to 19th position on the Top french advertising agencies on Facebook ahead Ogilvy-Paris, CLM-BBDO & Havas WW Paris. Even ahead the biggest french groups on Facebook (TBWA-France and Publicis-WW)

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

-the aim is to trigger the like / recruit facebook fans and create engagement with the Agency, to increase his notoriety among students (future advertising) and of the world of communication. -post regularly to interact the advertising medium with the Agency and increase its visibility in order to recruit a creative talent team as the Agency wasn’t attractive since a while. -Example: use Spotify to the side 'participatory campaign': Internet users could propose their songs in the astronaut Spotify playlist to occupy him during its long journey.