THE 90-MINUTE CHALLENGE

ClientST HUBERT
Category A12. Corporate Social Responsibility (CSR) / Corporate Image
TitleTHE 90-MINUTE CHALLENGE
Product/ServiceST HUBERT OMEGA 3
Entrant CLM BBDO Paris, FRANCE
Idea Creation CLM BBDO Paris, FRANCE
PR CLM BBDO Paris, FRANCE
Production GANG FILMS Paris, FRANCE
Credits
Name Company Position
Matthieu ELKAÏM BBDO PARIS CHIEF CREATIVE OFFICER
Benjamin DESSAGNE CLM BBDO EXECUTIVE CREATIVE DIRECTOR
Stéphane SANTANA CLM BBDO EXECUTIVE CREATIVE DIRECTOR
Théophile ROBAGLIA CLM BBDO ARTISTIC DIRECTOR
Joseph ROZIER CLM BBDO COPYWRITER
Nicolas FABRE CLM BBDO MANAGING DIRECTOR
Romain BRUNEAU CLM BBDO ACCOUNT DIRECTOR
Thanaïs TELPHON CLM BBDO ACCOUNT MANAGER
Julien SANSON BBDO PARIS HEAD OF PRODUCTION
Grégoire COULOMBEL CLM BBDO PRODUCER
Pierre BOUDIN CLM BBDO PHOTOGRAPHER
Martine FEREY BBDO PARIS POST PRODUCER DIRECTOR
Laurianne FREGUIN CLM BBDO POST PRODUCER
Guillaume RANCUREL PROXIMITY PARIS DIGITAL PRODUCTION MANAGER
Bertrant BROSSET and Benjamin PINSON-BERTHET PROXIMITY PARIS FRONT-END DEVELOPERS
Pierre DESHAYES and Philippe BIENAIMÉ BBDO PARIS MOTION DESIGNERS
Pierre ENGELIBERT PROXIMITY PARIS HEAD OF SOCIAL
Fabio IAZZETA PROXIMITY PARIS CREATIVE SOCIAL MEDIA LEAD
Jules SEDNAOUI PROXIMITY PARIS SOCIAL MEDIA MANAGER
Valérie MORIN ST HUBERT MARKETING DIRECTOR
Marie CASIER ST HUBERT ACCOUNT MANAGER
Mathilde BENIER ST HUBERT SENIOR BRAND MANAGER
Marion BRUNEL and Léa GENELOT ST HUBERT BRAND MANAGERS
Olivier LEMAIRE GANG LIFE DIRECTOR
Dimitri GRIMBLAT GANG LIFE PRODUCER
Marie CARON GANG LIFE LINE PRODUCER
Julien DANIEL GANG LIFE LINE PRODUCER
Alexis MARRO GANG LIFE EDITOR

Background

According to the French Federation of Cardiology, only 1 in 3 French people have regular physical activity. Yet this activity is vital after a certain age. St Hubert Omega 3 margarine made it their mission to encourage people to exercise. The campaign’s objective wasn’t to promote the brand’s products, but its vision: for 15 years, St Hubert Omega 3, has always believed in the powers of omega 3 fatty acids and a healthy lifestyle to fight cardiovascular diseases. Diseases that still cause nearly 400 deaths a day in France.

Describe the strategy

St Hubert Omega 3 is a brand of margarine high in omega-3, fatty acids that are good for the heart and it is consumed by French people over 40, who are sensitive to the risks of cardiovascular disease. Men and women, who should engage in regular physical activity to take care of their hearts. But who don’t always find the motivation to do so…We therefore chose to go beyond the brand’s rational discourse and give our consumers an emotional reason to exercise: taking care of yourself, allows you to enjoy your loved ones for longer.

Describe the execution

St Hubert Omega 3 proposed to 11 fathers to rise to a unique challenge. For 3 months, they exercised with one single goal: to last a 90-minute match against their sons. 11 French football hopefuls, in training at the Girondins de Bordeaux, a historic Premier League club… Coached by former professional players (Yannick Stopyra, 33 appearances for France’s national team), the preparation took place in secret, to push the emotion to its peak, right up to the moment when the fathers came onto the pitch. A special rule was applied, to motivate the fathers to last: when a father can’t go on, his son must also go off. At the end of the match, only 5 fathers managed to last. But everybody really enjoyed the game.

List the results

The experience give rise to a 6-minute documentary posted on Facebook from May 22nd to June 22nd. As well as a series of contents: 3 short videos portraying 3 of the fathers from the film; a live of the 90-minute match, commentated by the former star of French football, Marius Trésor; and a website dedicated to the operation (www.objectif-90-minutes.fr), where you can watch all the content, find out more about the composition of the teams and listen to the coaches’ talk at half-time. The 6-minute documentary, although far from Facebook’s recommendations, generated 5 million views, 46% of which were organic. And an unprecedented engagement rate for the brand. But above all, it made thousands of other parents want to exercise with their children via #90MinuteChallenge.