Case Film

Presentation Image

Title	SOUVENIRS DE PARIS
Brand	CENTRE POMPIDOU
Product/Service	CENTRE POMPIDOU
Category	A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant	MARCEL Paris, FRANCE
Idea Creation	MARCEL Paris, FRANCE
Media Placement	BLUE 449 Paris, FRANCE
Production	ARTISANS DU FILM Paris, FRANCE
Production 2	ADF L’ATELIER Paris, FRANCE
Production 3	PRODIGIOUS Paris, FRANCE
Additional Company	CENTRE POMPIDOU Paris, FRANCE
Additional Company 2	MSLGROUP Paris, FRANCE

Name	Company	Position
Benoit Parayre	Centre Pompidou	Director of Communications and Public Relations
Catherine Guillou	Centre Pompidou	Director of Audience engagement and Education
Marc-Antoine Chaumien	Centre Pompidou	Assistant Director of Communications and Public Relations
Cécile Venot	Centre Pompidou	Chief of Audience Engagement
Paul Mourey	Centre Pompidou	Head of digital
Elodie Vincent	Centre Pompidou	Chief Press Officer
Aurélie Jourde	Centre Pompidou	Assistant Chief of Audience Engagement
Isabelle Danto	Centre Pompidou	Video Production Manager
Chloé Tournès	Centre Pompidou	Social Media Manager
Catherine Legoux	Centre Pompidou	Executive Assistant
Agathe Bousquet	Publicis France	President Publicis France
Pascal Nessim	Marcel	CEO
Charles Georges-Picot	Marcel	CEO
Anne de Maupeou	Marcel	CCO Publicis France
Youri Guerassimov	Marcel	Executive Creative Director
Gaëtan du Peloux	Marcel	Executive Creative Director
Antonin Jacquot	Marcel	Copywriter
Clément Sechet	Marcel	Art Director
Aurélie Halbmeyer	Marcel	Art Director
Arnaud Raquin	Marcel	Motion
Blandine Mercier	Marcel	Partner
Noëlla Neffati	Marcel	Account Manager
Claire Sioufi	Marcel	Project Manager
Jeanne Philippe	Marcel	Project Manager
Nicolas Levy	Marcel	CSO & Managing Partner
Julien Petit	Marcel	Social Media Manager
Romain Jouffriault	Marcel	Social Media Manager
Catherine Helfenstein	Publicis Conseil	PR
Leila Touiti-Rose	Marcel	PR
Bethany Catterson	Marcel	Linguistic Consultant
Paul Vanlerberghe	Marcel	Front-End Developer
Edouard Danesse	Marcel	Technical Project Manager
Guillaume Talvas	Artisans du Film	Director
Valéry du Peloux	Artisans du Film	Producer
Nils Runiet	Artisans du Film	DOP
Niels Benoist	Artisans du Film	DOP
Pierre Bernier	Artisans du Film	Camera
Frédéric Ouziel	Artisans du Film	Camera
Valentin Verrier	Artisans du Film	Sound
Nadia Moussa	Artisans du Film	First Assistant Director
Laura Fague Martin	Artisans du Film	Production Coordinator
Maxime Maujan	Artisans du Film	Camera Assistant
Guillaume Talvas	Artisans du Film	Editing
Cécile Valente	Artisans du Film	Editing Assistant
Thibaud Colignon	ADF L’atelier	Post-Production Supervisor
Charli Masson	ADF L' ATELIER	Sound Mixer
Johan Tür	ADF L’atelier	Colorist
David Makima	ADF L' ATELIER	Music
Suzanne Pereira Dias	Marcel	Producer
Nathalie Turmel	Marcel	Producer
Mathieu Andrieu	Marcel	Model Maker
Aurélie Halbmeyer	Marcel	Photographer
David Verduci	Prodigious	Retoucher
Pascal Crifo	Blue 449	CEO
Julie Emberger	Blue 449	Head of Digital trading
Théo Ravel de Fereirolles	Blue 449	Social Media Strategist
Fouad Hachani	Blue 449	Head of Brand Activation
Carmelle Basset-Chercot	Blue 449	Endorsement & KOL
Clément Leonarduzzi	MSL	CEO Publicis Consultants

Why is this work relevant for Direct?

The creative idea triggers a direct response : when exposed to the street sellers during the campaign, tourists were given the opportunity to grab a statuette and be directly lead to a visit of the Centre Pompidou.

Background

The brief was to increase the proportion of foreign tourists among the visitors. The Pompidou Centre is an exception in the landscape of major French museums: unlike other similar institutions such as the Louvre or Orsay, its share of foreign visitors is lower than its share of local visitors. In 2017, 3.37 million people visited the Centre: 40% are foreign tourists, and 60% are French. The ratio is almost the opposite for the other major museums in the capital, which have become must-see tourist destinations.

Describe the creative idea (30% of vote)

How can we attract foreign tourists to the Pompidou Centre when we have no reputation, no flagship work, no means, no legitimacy and no content ? "Souvenirs de Paris" consisted in creating statuettes of the Centre, and selling them in the middle of the "real ones" to exaggerate the fame of the Centre... and thus convince the tourists of its unavoidable character. The campaign takes a shortcut to notoriety by assuming unstoppable signifiers of notoriety: the statuette and the street sellers.

Describe the strategy (20% of vote)

A study commissioned in 2017 by the Tourism Secretariat of the Ministry of Foreign Affairs provided us with a first part of the answer, because tourists plan everything... but like nothing more than to be surprised: 80% of them say they are willing to drive two hours to visit a real atypical place, confirming that despite the care they have taken in their planning, it is ready to be turned upside down against the promise of a real experience. Another insight encouraged us to dig this path: by its central place in Paris, the Centre is very frequently crossed by tourist routes, who wonder what it is without really entering it. These two insights conditioned our reasoning, and guided us towards a hacking strategy: to succeed in diverting tourists when they travel, when they are in Paris, with the promise of a unique and surprising experience in this mysterious building.

Describe the execution (20% of vote)

We produced 30 000 statues that were sold in 300 different small businesses and street sellers around the biggest monuments The guerilla campaign was launched on September 1st 2018 then the brand content film was aired from November 15th to November 29th.

List the results (30% of vote)

2 months after the film was launched, the campaign generated the following results: A film watched by more than 6 million people on YouTube and Facebook, for a media purchase of €25,000. Top 5 countries: USA, Mexico, Canada, Argentina, France, having generated a considerable peak of traffic on the Pompidou Centre website from foreign Internet users (+321% over the film launch period). The Centre, recorded an overall increase of +5% (+18% for its permanent collections) with 3.5 million visitors.