LIKE MY ADDICTION
|Category||D01. Social for Mobile|
|Title||LIKE MY ADDICTION|
|Entrant||BETC Paris, FRANCE|
|Idea Creation||BETC Paris, FRANCE|
|Production||FRANCINE FRAMBOISE Paris, FRANCE|
|Production 2||GUM Paris, FRANCE|
|Stéphane Xiberras||BETC||Chief Creative Officer|
|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 CampaignThrough 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 ExecutionAn implementation cantered on Instagram and in particular the profile of Louise https://www.instagram.com/louise.delage/ 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 addictaide.fr: 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.
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.
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.
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.