Title | OUICROQUETTE |
Brand | OUIBUS |
Product/Service | OUIBUS |
Category |
A05. Travel, Transport & Leisure |
Entrant
|
BUZZMAN Paris, FRANCE
|
Idea Creation
|
BUZZMAN Paris, FRANCE
|
Production
|
BUZZMAN Paris, FRANCE
|
Production 2
|
SOVAGE Paris, FRANCE
|
Production 3
|
THE Paris, FRANCE
|
Production 4
|
FIRM STUDIO Paris, FRANCE
|
Credits
Roland de Barbentane |
OUIBUS |
General Director |
Sylvain Gaboriaud |
OUIBUS |
Marketing & Commercial Director |
Béatrice Godineau |
OUIBUS |
Brand & Client experience Director |
Irène Leibovitz |
OUIBUS |
Advertising & Brand Manager |
David Fhal |
OUIBUS |
Brand Communication Manager |
Alexis Toutain |
OUIBUS |
Social Media Manager |
Marine Aurousseau |
OUIBUS |
Community Manager |
Georges Mohammed- Chérif |
BUZZMAN |
President and Executive Creative Director |
Thomas Granger |
BUZZMAN |
Vice-President |
Julien Levilain |
BUZZMAN |
Managing Director |
Patrice Lucet |
Buzzman |
Creative Director |
Philippe Boucheron |
Buzzman |
Creative Director |
Simon Fellbom |
BUZZMAN |
Artistic Director |
Elie Souffan |
BUZZMAN |
Copywriter |
Laura Quiles |
BUZZMAN |
Account Director |
Alexandre Soloy |
BUZZMAN |
Account Executive |
Chloé Henry |
BUZZMAN |
Assistant Account Executive |
Julien Scaglione |
BUZZMAN |
Head of Social Media |
Alexandre Ponte |
BUZZMAN |
Social Media Manager |
Jean-François Deconchat |
BUZZMAN |
Community Manager |
Amélie Juillet / Kenza Bennani |
BUZZMAN |
Head of PR & Communication / PR Assistant |
Victoria Morin |
BUZZMAN |
PR & Communication Assistant |
Vanessa Barbel |
BUZZMAN |
Head of TV Production |
Ayman Jaroudi |
BUZZMAN |
TV Production |
Sovage |
Sovage |
Production |
THE |
THE |
Sound Production |
Julian Nodolwsky |
Julian Nodolwsky |
Director |
Willy Morence |
Willy Morence |
Producer |
FIRM |
FIRM |
Post Production |
The Campaign
We've launched a new service OUICROQUETTE the first service that allows you to book your ticket and find a free petsitter in less than 24 hours. Each traveler could once after having booked his ticket, take advantage of the service OUICROQUETTE, contacting a selection of petsitter and book for free 3 days of guard.
Creative Execution
The media strategy was aimed to reach our target (18 - 35 years old) with different levers to have an important repetition and promote our summer offer :
> Cinema : broadcast of our film 30s in 4083 movie theaters during to take advantage of the spectators' attention to address our message.
> Social Media : creation of a specific animation with contents and posts containing the message of the film. (For example with dedicated gifs taken from the movie)
> DOOH : campaign in French railway stations and Paris subways (1849 screens) to encourage travelers to privilege OUIBUS.
> Display : massive display dispositif on Youtube but also on websites and blogs travels and pets in affinity with the creative idea.
Results
> Sales grew up by +26%
> 42 milions of people reached
> More than 1 400 pet-sitters booked
> 59 appearances in medias
> Social media engagement rate : 5,9% (versus 2,5% habitually)
We've produced an activation relying on a real consumer brake : "Leaving at the last minute is never easy because you always need a minimum get organized". Every year, thousands of pet owners cannot take summer vacations or leave for a long week-end at the last minute because of their pets. To answer at one this consumer brakes, we've launched a new service with the aim of facilitating the departure at the last minute.
On Ouibus, 50% of the bookings are made 3 days before the departure and on the mobile app and 40% of bookings are made on the departure day.
Ouibus is the #easiestandcheapestwaytomove : we can find bookings without paying too much and at the last moment.
We decided to capitalize on the last minute as a competitive advantage.
What if, for once, a brand give a mean to take advantage of it? What if Ouibus urges French people to wait until the (very) last minute ?
The idea : with Ouibus, nothing stops you from leaving next minute : nor the price or your pet.