THE WORST SONG IN THE WORLD
|Category||D01. Social Video|
|Title||THE WORST SONG IN THE WORLD|
|Product/Service||MONOPRIX DELIVERY SERVICES|
|Entrant||ROSAPARK Paris, FRANCE|
|Idea Creation||ROSAPARK Paris, FRANCE|
|Media Placement||BLUE 449 Paris, FRANCE|
|Production||STINK STUDIOS Paris, FRANCE|
|Production 2||FIRM STUDIO Paris, FRANCE|
|Production 3||SCHMOOZE Paris, FRANCE|
|Gilles Fichteberg||ROSAPARK||Co-Founder Chief Creative Officer|
|Jean-François Sacco||ROSAPARK||Co-founder Chief Creative Officer|
|Nazgol Athari Nejad||ROSAPARK||Art Director|
|Sacha Lacroix||ROSAPARK||Managing Director|
|Thomas Laurent||ROSAPARK||TV Producer|
|Quentin Labat||ROSAPARK||Associate Director|
|Alexandre Ribichesu||ROSAPARK||Senior Strategic Planner|
|Sarah Herbain||ROSAPARK||Strategic Planner|
|Lucile Wissocq||ROSAPARK||Client Director|
|Fanny Desvignes||ROSAPARK||Account Manager|
|Quentin Barbaray||ROSAPARK||Account Manager|
|Charlotte Giraud||ROSAPARK||Account Manager|
|Jeanne Neuschwander||ROSAPARK||Head of Digital Strategies|
|Mélanie Colleou||ROSAPARK||PR Contact|
|Marine Garnier||STINK FILMS||Executive Producer|
|Nico Poulsson||STINK FILMS||Director of Photography|
|Guillaume Richard||STINK FILMS||Production Manager|
|Matthieu Sibony||SCHMOOZE||Sound Producer|
|Simon Davis||n/a||Music Composer|
|Toby Ridgway||FIRM STUDIO||Post-Producer|
|Yann Malcor||FIRM STUDIO||Editor|
|Florence Chaffiotte||MONOPRIX||Head of Marketing|
|Nicolas Gobert||MONOPRIX||Brand and Image Director|
|Stéphanie Jallet||MONOPRIX||Head of Media, Social Media and Brand Content|
|Angeline Froger||MONOPRIX||Social Media Accountant|
|Marion Denonfoux||MONOPRIX||Head of PR and Communications|
|Pascal Crifo||BLUE 449||CEO|
BackgroundPeople like shopping at their local Monoprix. But there’s one thing they hate: carrying their groceries back home. And yet, most of them don’t use the shop’s delivery services. In order to promote them, we needed to find an insight that they could relate to: you can’t skip a bad song when you’re carrying groceries.
Describe the strategyOur main target was urbans between 20 and 45 years old. To release the song to our customers and to French urbans in general, we had various challenges: To raise awareness about Monoprix delivery services, coming at the very end of the film. To create this surprise with a low media budget. And we needed a song that would stick in people’s mind. Choosing to push a 2.30 minute video on social media might be unusual, but we were convinced that the creation would be entertaining and the sort of thing people like to watch and share on social media. To make sure people understood the whole message, we used a two-phase disposal, playing the full version on VOL, YouTube, Twitter and Facebook with the support of PR and influencers. And making a 15sec short edit only pushing the delivery services and retargeting people who had seen the full version.
Describe the executionWe started to push the video on Monoprix’s social media with a first viewing on Twitter and the help of 100 micro-influencers. We also sent the song to music platforms (Deezer, Spotify, Itunes…). We created an Easter egg on Google Home, where the idea was simple: if you could sing the song, you’d get free delivery. We broadcast the video 3 times on TV, choosing the programmes very carefully, in particular Burger Quizz, an old TV show that just came back on French TV and that people have waited ages to see again. It’s all about jokes, celebrities and… fake TV commercials. At first people thought it was fake and then discovered it was actually a real Monoprix commercial. They talked about it a lot on Twitter that evening and the days after.
List the resultsThe film was first of all revealed on social & digital media and PR. Seeing the social impact of the video, we decided to give it a second life by pushing it on TV. We registered 3,5K reactions on Twitter, immediately after its TV broadcast Overall, we registered 16M views of the video, 60K reactions in less than 2 weeks with only 250K media budget. More than 100 articles representing 450M PR impressions, all with no media coverage. 25K people listened to The Worst Song In The World on Spotify.
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