THE NO ESCAPE GAME

Bronze Eurobest

Case Film

Presentation Image

ClientADDICT AIDE
Category B05. Use of Ambient Media: Large Scale
TitleTHE NO ESCAPE GAME
Product/ServiceADDICT AIDE
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production FRANCINE FRAMBOISE Paris, FRANCE
Production 2 RITA FILMS Paris, FRANCE
Production 3 GUM Paris, FRANCE
Production 4 ESCAPE LAB Paris, FRANCE
Credits
Name Company Position
Stéphane Xiberras BETC CCO
Rayhaan Khodabux BETC Art Director
Rémi Campet BETC Copywriter
Stéphanie Huguenin Francine Framboise Executive Producer
Arthur Cemin NA Director
Alexis Moroz NA Game designer
Pierre Edouard Joubert NA Graphic designer
Vincent Dizien & Christophe Bonnet NA Set designer
Manuel Guillon NA Editor
Julien Leveque BETC Head of activation strategy
Charlotte Jacquety BETC Activation strategy
Catherine Emprin, Isabelle Picot BETC Agency Management
Michel Reynaud, Amine Benyamina BETC Brand Management

Why is this work relevant for Media?

The objective of this campaign was to raise awareness about female alcoholism especially among young people. This is why we chose to « high-jack » the very popular Escape Game, The escape room was built to be the exact replica of Laurence’s apartment as it was in her darkest years, where all the signs of her addiction were perfectly recreated. Over 7000 people played and tried to find Laurence’s secret After 40 min of investigation, Laurence herself came to reveal her secret to the gamers, and explain all the signs they had missed or misinterpreted.

Background

Alcoholic people can’t escape their addiction on their own. Addict Aide, a digital platform dedicated to addictions, that offers all kinds of tools to help deal with addictions, wanted to reach out to a very specific target, very large yet very invisible : alcoholic women. Most of them are well-educated, with good careers, and families, and are secretly trying to deal with their addiction. Female alcoholism is such a taboo in our society that they usually don’t feel they can ask for help. And the people close to them don’t know how to recognise the signs of their addiction, and help them deal with this disease.

Describe the creative idea/insights

It’ s 2009 in Paris, in the apartment of a woman named Laurence. Equipped with Polaroid cameras, guests were invited to examine her apartment thoroughly and photograph any relevant evidence in order to discover Laurence's secret. Signs of a struggle, a suspicious red stain on the carpet, coffee beans in her handbag.... What happened here? Laurence is not a murderess, a KGB agent or a vampire. Laurence is not a fictional character. The truth is something quite different, yet just as troubling. In 2009, Laurence Cottet was a wealthy woman who had a good career with a senior position in a large French company. But Laurence was also an alcoholic.

Describe the strategy

The objective was to raise awareness about female alcoholism on a large scale, to a wide audience, especially among young people (20-35 y.o). This is why we chose to « high-jack » the principle of the Escape Game, that is « trending » these days in France among the target.

Describe the execution

2 possible ways to « play » Laurence’s Secret, for one month : 1/ An IRL escape game hosted at The Escape Lab, a company specialized in escape games. After 40 min of investigation, Laurence herself came to reveal her secret to the gamers, and explain all the signs they had missed or misinterpreted. 2/ A website to visit Laurence’s apartment virtually, and try to guess Laurence’s secret. On February 12th, Laurence herself revealed her secret through a video that was sent to all players. Trafic to the Escape Game was mainly driven through The Escape Lab social networks and influencers that lived the experience and decided to promote it to their followers.

List the results

Thanks to a large media coverage, female alcoholism became a social debate. More than 50K people visited the educational website in 48 heures, and spent over 200 000 minutes in Laurence’s apartment to learn how to help someone close to escape from their addiction