| Title | THE VERY GOOD WISHES |
| Brand | PUBLICIS GROUPE |
| Product/Service | PUBLICIS GROUPE 2015 END OF YEAR WISHES |
| Category |
C07. Corporate Image & Communication |
|
Entrant Company
|
DIGITASLBI FRANCE Paris, FRANCE
|
|
Advertising Agency
|
DIGITASLBI FRANCE Paris, FRANCE
|
|
Production Company
|
PRODIGIOUS Paris, FRANCE
|
Credits
| Mathieu Morgensztern |
Digitaslbi France |
Ceo France/Europe West |
| Laurent Nuyen |
Digitaslbi France |
Chief Creative Officer |
| Nicolas Thiboutot |
Lost Boys Paris/Digitaslbi France |
Creative Director |
| Frederick Lung |
Lost Boys Paris/Digitaslbi France |
Creative lead |
| Philippe Pinel |
Lost Boys Paris/Digitaslbi France |
Creative lead |
| Chisato Tsuchiya |
Lost Boys Paris/Digitaslbi France |
Art Director |
| Victor Miellin |
Lost Boys Paris/Digitaslbi France |
Art Director |
| Emmanuel Azouvi |
Lost Boys Paris/Digitaslbi France |
Graphic Designer |
| Amélie Cruchet |
Digitaslbi France |
Communications Manager |
| Sarah Coutin |
Digitaslbi France |
Communications Officer |
| Branislav Popovski/Antoine Trébuchet |
Digitaslbi France |
Technical Project Manager |
| Alexandre Koch |
Digitaslbi France |
Head Of Interface Development |
| Brice D'annoville |
Digitaslbi France |
Interface Development Director |
| Loup Rodolphe Thibault |
Digitaslbi France |
Interface Development Coders |
| Loic Lalevée |
Digitaslbi France |
Interface Development Coders |
| Gabriel Slama |
Digitaslbi France |
Interface Development Coders |
| Regis Despres |
Digitaslbi France |
Third Party Manager |
| Louis Blaise/Olivier Dubocage |
Digitaslbi France |
Producer |
| Jérémy Vissio |
Digitaslbi France |
Motion |
| Thierry Delesalle |
Prodigious |
Agency Producer |
The Brief
In times of economic crisis, the main challenge for a group with 60,000 employees is to keep it together. By injecting a charitable aspect into this year’s edition of Maurice Lévy’s wishes, we not only gave a reminder about true Christmas spirit around the world, but also united the speech’s viewers with Mr Lévy’s message: “When we are together, we do good.”
Campaign Success
Every year, Maurice Lévy addresses his seasonal greetings to the group’s employees through an innovative Youtube video.
This year, employees were invited to synchronise their mobiles with their desktops to control a funfair claw game to grab furry lions in Mr Lévy’s office.
To spread the word, we invited employees to share the presents they had caught on social media. Since furry lions are nice for the kids but not necessarily viral, we hid cooler items in M.Lévy office: as they shared the experience, people revealed that he had a fondue-set, and an “English for dummies” book in his office!
Describe the success of the promotion with both client and consumer including some quantifiable results
In under 10 days, the results surpassed set objectives and beat previous years’ results in many regards:
-1,619,300 interactions in total: over 5000 times shares of the video on social media, +1760 mentions of #theverygoodwishes on Twitter, +12k impressions generated via @PublicisGroupe, all in one day!
-03:46 minutes average time spent on the experience (a 2 minute video)
-Over 30k of Maurice Lévy’s objects caught.
-Worldwide media coverage in France, UK, USA, Germany, Italy, Switzerland, Belgium, Spain, South-America, Greece, Asia and Australia (+ 350 clippings).
And above all, a total of 50k€ donated to the Make A Wish Foundation!
Explain why the method of promotion was most relevant to the product or service
Over the years, Maurice Levy’s seasonal greeting has become an important rendez-vous between the CEO and his employees at Christmas time. Like any well-mannered person, Maurice Levy is never late to meetings, so we launched the video via internal email 3 weeks before Christmas, just to make sure that the employees could watch the wishes before heading off on holiday.