Title	DANSE DE FLEURS
Brand	WELEDA
Product/Service	WELEDA
Category	C01. Guerrilla Marketing & Stunts
Entrant	WELEDA Huningue, FRANCE
Idea Creation	HAVAS MEDIA Paris, FRANCE
Media Placement	HAVAS MEDIA Paris, FRANCE
Production	REBIRTH PARIS, FRANCE
Production 2	HAVAS NATIVE Paris, FRANCE

Name	Company	Position
Christelle Rezgui & Nathalie CHARPIGNY	Havas Native & Havas Media France	Deputy head of consulting Native & Manager

Why is this work relevant for Brand Experience & Activation ?

This work was the perfect With this campaign danse de fleurs, Weleda created an extraordinary performance to symbolize in a poetic way, the balance so eagerly sought from Weleda between nature and human. This campaign was declined on several supports, and orchestred with differents steps to promote the brand at this end of the year like a gift to the parisians.

Background

Natural and organic cosmetic pioneer, Weleda has been created in 1921, it presents all the assets necessary to break into the market : sustainable resources and waste management, fairetrade & recognized by Nature label. The Organic and all-natural industry being saturated, competition is getting stronger and stronger along with the related business issues. From now means are needed to emerge ; a keynote, sincere values & an ethical manufacturing process to create the relationship in a long-lasting way Weleda does not have the same financial means as the bigger players. Working on brand image & brand strategy focusing in very competitive context especially by the end of the year during a business key period : Make Weleda a love brand The success of “Fleurs de Nuit” operation in 2016 conferred it by the end of the year a particular aura inducing buzz & commitment.

Describe the creative idea

The choreographer & dancer Isabelle Pollet-Villard imagined for Weleda « Danse de Fleurs »: an original creation inspired by Loïe Fuller, who was a pioneer of dance and theatrical lighting techniques especially for his serpentine dance with beautiful drape: like floral blossoming The choreography « Danse de fleurs » sublimated & captured by Julien Nonnon was projected on anonymous wall of the city of lights like an enchanted interlude offering to Parisians. Like an apparition, Isabelle invades all Parisian mythic spaces of her magic. Then we create an intimist party the 9th November 2017. A VIP guest list of influencers and journalists came to contemplate the magical live performance of the dancer. The high point of this project is the exhibition open to the public from 19th December at 7th January 2018, who was bringing to light Julien Nonnon’s projections and pictures during all the step of the project

Describe the strategy

Enchanted the city in the heart of winter by offering a poetic interlude drawing on the beauty and nature WELEDA this year pursue once again her artistic desire to express the balance between Human & Nature. For this 2017 edition, Weleda places the body language in the heart of the device, through the use of the choreographer and dancer Isabelle Pollet-Viard to realize an extraordinary performance. The opportunity to symbolize in a poetic way, the balance so eagerly sought from Weleda between nature and human. Thanks to this brand content performance we have been able to stretch all this poetic strategy into all communication pillars during the end of the year : TV sponsoring, Event, Social media & influence marketing to create a wonderful integrated

Describe the execution

This communication strategy was punctuated in 3 steps : - Teasing phase from the 2/11 to 9/11 with a campaign on social media to tease the party at the elephant paname - The big reveal the day of the event on November 9th : composed of the exhibition, and a special show with the choreographer and dancer Isabelle Pollet-Viard who realize an extraordinary performance. The opportunity to symbolize in a poetic way, the balance so eagerly sought from Weleda between nature and human. - Social & TV amplification :a big buzz on TV between the 27 november and 31 december to enchanted frenchies during Christmas break on France Television programs like “Cinema” and “C à Vous” and a the adaptation of the video to a BB.

List the results

The campaign “Danse de Fleurs” is extremely powerful with 9 M° of french people exposed? -During the teasing from the 2/11 to 9/11 : almost 800 K person exposed on social media and 25 journalists and influencers came to the party the 9th november 2017 who have generated more than 100 content on social media with a strong engagement (5%) + RP (Elle / Stratégie / GMC Group / CB news / BFM TV...) - More than 3.3M contacts exposed on social media with the reveal video & making off - 500 persons have visited the exposition on Elephant Panane - A big buzz on TV between the 27 november and 31 december to enchanted frenchies during Christmas break with A strong reach with the broadcasting of the BB adapted to the reveal video on Billboard with more than 200 millions of contacts on 35 years and plus womens exposed