LABEL OF LOVE
|Category||B05. Use of Broadcast|
|Title||LABEL OF LOVE|
|Product/Service||MONOPRIX - 85 YEARS OF THE BRAND|
|Entrant||ROSAPARK Paris, FRANCE|
|Idea Creation||ROSAPARK Paris, FRANCE|
|Production||INSURRECTION Paris, FRANCE|
|Production 2||MATHEMATIC Paris, FRANCE|
|Production 3||SCHMOOZE Paris, FRANCE|
|Gilles Fichteberg||ROSAPARK||Co-founder Chief Creative Officer|
|Jean-Francois Sacco||ROSAPARK||Co-founder Chief Creative Officer|
|Cerise Leclerc||ROSAPARK||Art Director|
|Sacha Lacroix||ROSAPARK||Managing Director/Head of Planning|
|Quentin Labat||ROSAPARK||Associate Director|
|Alexandre Ribichesu||ROSAPARK||Strategic Planner|
|Bérangère Puch||ROSAPARK||Account Manager|
|Marine Dachary||ROSAPARK||Project Manager|
|Adelaide Samani||ROSAPARK||Agency TV Producer|
|Jeanne Neuschwander||ROSAPARK||Account Director in charge of social media|
|Clémentine Roux||ROSAPARK||Social Media Manager|
|Marie Abadie||ROSAPARK||CRM Manager|
|Xavier Doncel||Garage Films||Executive Producer|
|Matthieu Sibony||Schmooze||Sound Design Producer|
|Sylvain Rety||Schmooze||Sound Design Producer|
|Florence Chaffiotte||Monoprix||Head of Marketing|
|Nicolas Gobert||Monoprix||Brand Director|
|Stéphanie Jallet||Monoprix||Head of media, social media and brand content|
|Marion Denonfoux||Monoprix||Head of PR and Communications|
The CampaignOur campaign launched with 4 minute film on TV and online. The film was about a boy who uses the Monoprix packaging to charm his sweetheart at school. He cuts out the puns from the packs and slips them into her locker. The official version of the film had a happy ending. Our idea was to allow lovers of the brand to use an online interface to change the ending.
Creative ExecutionPeople could choose from 13 different products, each leading to a different alternative ending. For example, if you choose a bag of roquette salad, a pun integrated into the packaging says: If you have a roquette, let’s play. The two stars of the ad then appear with table tennis rackets, and the ending becomes a table tennis duel. Or, on a bag of hamburger buns, the pun integrated into the packaging says nice buns. The girl takes offense and knocks the guy out.
ResultsTHE FILM Total : 26.5 million views Breakdown : TV : 14 million Cinema : 350 000 Display : 750 000 Social : 11.4 million views THE DIGITAL EXPERIENCE 1.2 million views on social media
We invited fans of the Monoprix supermarket brand to interact with our 85th birthday film, and change the ending
To prolong engagement during the period of the Monoprix 85th birthday celebrations – ultimately driving customers instore to make the most of heavy discounts and limited offers. The Monoprix film is all about surprises. While it was appropriate to have a classic, romantic ending to the official version of the film, we wanted to reflect the essence of the brand by adding alternative endings that were a bit more unusual and surprising.
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