| Title | LIFERIDETHEHELL.COM |
| Brand | HOTEL F1 |
| Product/Service | HOTEL CHAIN |
| Category |
A11. Digital & Mobile Brand Experience |
|
Entrant
|
HAVAS PARIS Puteaux, FRANCE
|
|
Idea Creation
|
HAVAS PARIS Puteaux, FRANCE
|
|
Production
|
HAVAS PRODUCTIONS Puteaux, FRANCE
|
|
Production 2
|
HAVAS DIGITAL Puteaux, FRANCE
|
Credits
| CHRISTOPHE COFFRE |
HAVAS PARIS |
EXECUTIVE CREATIVE DIRECTOR |
| KEVIN NUGERON |
HAVAS PARIS |
COPYWRITER |
| MAXIME TRENTON |
HAVAS PARIS |
ART DIRECTOR |
| LUDOVIC TREBALAG |
HAVAS PARIS |
MOTION DESIGN |
| MEHDI KHELIL |
HAVAS PRODUCTIONS |
ACCOUNT MANAGER |
| NATHALIE CHARPIGNY |
HAVAS PRODUCTIONS |
ACCOUNT MANAGER |
| MARINE LEGOFF |
HAVAS PRODUCTIONS |
PRODUCER |
The Campaign
Going to a music festival is a unique experience. We wanted to recreate the people, scenery and ambience of the famous Hellfest so users felt they were there in person. To do this we produced an interactive map that by recreating the exact festival with all the features. All content was exclusive.
And because we wanted to share it with all the people interested by the festival we provide the content experience on a website.
Creative Execution
We recreated the entire event in 3D to make it as realistic as possible. Each element was in exactly the same place as it was on the festival, so website visitors could wander around the event and explore it for themselves.
The site featured 100 interaction points covering all aspects of the festival: sets, ambience, scenery, spectators, exclusive interviews with bands, and coverage of more than 15 concerts. There were over 60 videos, 120 photographs, and more than 30 quotes, so people could experience the festival as though they were really there.
All this was created in just two weeks.
Users spend 6.36 minutes average time on the website to discover the content
With more than 400 000 visits, le website was shared on social network (5 millions impressions and amplified by press articles (25). All of that permit to raise the facebook community by 28%.
According to wikipedia Entertainement is « activities that permits to people to enjoy their free time with pleasure ».
That was the point of our opération : show to hotelF1’s target to enjoy their free time to discover the activities around the hotel.
And we provide one of the mostly attractive activity to our target : a music festival. Not for the lucky people who can assist to it, but to all that couldn’t be there.
Low-cost hotels save you money that you can then spend elsewhere. That’s why many heavy metal fans chose our hotels when they came to Hellfest.
Unfortunately for many of them, we were full. But because we love them, and we hope to be just as busy next year, we decided to give them a free view of the festival – or something very like it.