Title	THE BLOODY SOAP
Brand	NETFLIX
Product/Service	MARSEILLE - NETFLIX ORIGINALS SERIES
Category	B04. Use of Ambient Media: Small Scale
Entrant	OGILVY & MATHER Paris, FRANCE
Idea Creation	OGILVY & MATHER Paris, FRANCE

Name	Company	Position
Emmanuel Lallevé	Ogilvy & Mather Paris	Executive Creative Director
Nicolas Lautier	Ogilvy & Mather Paris	Creative Director
Allan Huon	Ogilvy & Mather Paris	Artistic Director
Chloé Lefour	Ogilvy & Mather Paris	Copywriter
Thomas Yve	Ogilvy & Mather Paris	Artistic Director
Philip Heimann	Ogilvy & Mather Paris	Directeur Général
Anne-Sophie Carbo	Ogilvy & Mather Paris	Business Director
Nadia Lasfar	Ogilvy & Mather Paris	Account Manager
Margot Paquien	Ogilvy & Mather Paris	Account Manager
Amélie Delacour	Ogilvy & Mather Paris	Strategic Planner
Antoine Bagot	Ogilvy & Mather Paris	Head of Production
Marine Redon	Ogilvy & Mather Paris	Producer
Jeremy Bouchet	Ogilvy & Mather Paris	Photo/Video Director

The Campaign

One of the most famous symbols of the city of Marseille is soap. And what better than soap to advertise a series where the heroes are ready to get their hands dirty? But there’s a twist. On contact with water, the soap releases a red substance that stains the hands. So when you use it, you suddenly discover what it’s like to have blood on your hands and a guilty conscience…

Campaign Success

We created a dedicated press kit for journalists and influencers to send the soap over. We decided to select sharply the contacts in order to make them feel exclusive, maximise the number and the quality of releases, and be sure of the relevance of each media. We therefore sent the kit over to 100 journalists/influencers, which was composed by a mysterious package coming from Robert Taro, mayor of MARSEILLE (main character of the series played by Gérard Depardieu), a special note written from his hand, the soap crafted as the original Marseille one, the synopsis of the series and a USB key full of content to help them to write their press articles. We also displayed the soaps within the hotel used during the Premiere to surprise all the guess.

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

The influencers we sent the soap to reacted very positively and loved the idea. They thanked Netflix for the surprising and entertaining gift. They shared pictures and even videos of the soap and of their hands 'full of blood' on all their social accounts (Facebook, Twitter, Snapchat and Instagram). They talked about Marseille as a great show to come and to be expected, inviting their followers and friends to discover it soon. The most viewed French series trailer of 2016 More than 300 000 impressions 30% of conversions in press articles for the soap and even more around the show

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

The Marseille Bloody soap is an entertaining and surprising activation for journalists and influencers to discover the new Netflix show, Marseille. A participative PR Kit that put them into the main character’s shoes and experience what it feels to get your hands dirty and full of blood. With our trick we opened a conversation trough social networks where people commented on how they were surprised, delighted to be part of Marseille worldwide launch and shared their experience with videos and photos of the soap.

We know that the 1st days around the launch are crucial for the business performance as if this shot is missed the show will hardly emerge. In this configuration, PR activity is crucial as we needed press release to reinforce the credibility and quality of the show. But we needed to surprise them...