Gold Eurobest

Case Film

Presentation Image

Category A11. Charities & Non-profit
Product/ServiceADDICT AIDE
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production 2 GUM Paris, FRANCE
Name Company Position
Stéphane Xiberras BETC Chief Creative Officer
Rémi Campet BETC Copywriter
Rayhaan Khodabux BETC Art Director
Christine Lefers BETC TV Producer
Stéphanie Huguenin Francine Framboise Executive Producer
Pierre Edouard Joubert NA Director
Julien Leveque BETC Head of activation strategy
Catherine Emprin, Isabelle Picot BETC Agency Management
Michel Reynaud, Amine Benyamina Addict Aide Brand Management

The Campaign

Through an Instagram profile created specifically, followers were introduced to Louise Delage during 6 weeks: a 25-year-oldParisian, who seems to enjoy life to the fullest. From an after work between colleagues, to holidays in Brittany, Saint Tropez, orBerlin, each her 150 photos shows the presence of alcohol in a more or less discreet way.

Creative Execution

An implementation cantered on Instagram and in particular the profile of Louise 150 photos posted in 2 months. The reveal video was multi posted on Instagram, Youtube and Facebook, in French and English. Diffusion of the video reveal in more than 150 countries.

Media Investment:0€ Earned media:9 800 000€ Impressions:1 billion Traffic on Multiplied by5 Number of articles: France:122 International:191 Instagram Followers:+110 000 Likes Instagram:+150 000

A campaign built and thought around growth hacking techniques with no media buying but the appropriate knowledge of the mechanisms that govern Instagram.To build a solid and massive community around Louise we imagined a native craft of Instagram and habits of users of the platform. The idea was deployed around a strategy acquisition of 4 pillars. A content strategy that led us to post 2 to 3 photos per day. A strategy of hashtags used to find the most popular expressions around the topic of interest at the time they were posted, a Bot to like and automatically follow the public likely to be a relay of opinion at the time of the reveal. To conclude, we carefully selected a dozen influencers to talk about the profile during the summer.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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