WHEN THE INTERNET IS DOWN

TitleWHEN THE INTERNET IS DOWN
BrandBOUYGUES TELECOM
Category C01. Use of Social/ Digital Platforms
Product/ServiceBOUYGUES TELECOM
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production GREEN UNITED MUSIC Paris, FRANCE
Credits
Name Company Position
Stéphane Xiberras BETC CCO
David Soussan BETC Creative Director
Marie-Eve Schoettl BETC Creative Director
Matthieu Bouilhot BETC Copywriter
Arthur Cieutat BETC Copywriter
Pierre Jungers BETC Art Director
Maxime Huygue BETC DIGITAL STUDIO Production Director
Julie Delachaux BETC DIGITAL STUDIO Digital Producer
Lara-Jane Lelievre BETC DIGITAL STUDIO Digital Producer
Alexis Galbourdin BETC DIGITAL STUDIO Tech Lead
Quentin Goupille BETC DIGITAL STUDIO UI Designer
Quentin Waret BETC DIGITAL STUDIO UI Designer
Nicolas Bages BETC DIGITAL STUDIO Front-End Developer
Tanguy MOILLARD BOUYGUES TELECOM Brand Management
Anne-Laure DREANO BOUYGUES TELECOM Brand Management
Jeremy RODNEY BOUYGUES TELECOM Brand Management
Celine MATTER BOUYGUES TELECOM Brand Management
Mathieu LAUGIER BETC Agency Management
Quentin DERVISO BETC Agency Management
Elodie COLIN BETC Agency Management
ANDREA Jeanroy BETC Agency Management

Why is this work relevant for Direct?

In 2018, Bouygues Telecom, one of the top internet providers in France, decided to guarantee Internet access to all its clients. How? By sending them a 4G device for free in case their connection at home goes down. But there is a tiny, tiny chance that this 4G device also breaks down... So to leave nothing to chance, we created WhenTheInternetIsDown.com, the first offline website that works when no other website does.

Background

Bouygues Telecom chose to guarantee its clients ‘internet access by sending them a 4G dongle for free in case their connection goes down. But what happens in the extremely rare case when the dongle also goes down? We decided to leave nothing to chance and created an offline website to keep people covered and promote the dedicationBouygues has for its clients: whentheinternetisdown.com. A unique website that displays an error message when you are online, but that reveals its true content as soon as you are offline.

Describe the creative idea (30% of vote)

Whentheinternetisdown.com is the first offline website that works when no other website does. It contains a basic kit to help you fix the most basic internet connection issues, as well as hours of content available offline to keep you entertained with the best of the internet when your connection goes down. We used raw text to make our website as light as possible, wit hall its pages fitting into a few cookies, so that it can be accessible for months. We revisited the most popular content online in a new, funny and entertaining offline version: -With your favourite TV series ready to binge read- An offline, online game -A 24/7 Offline News Channel -A silent music streaming service that describes your favourite songs -The Instagram feed you would have loved to stalk -And much more.

Describe the strategy (20% of vote)

Bouygues Telecom’s brand signature is “We love technology”. With whentheinternetisdown.com, we decided to create a unique website to illustrate the signature with a demonstration with more than just words. WhenTheInternetIsDown.com was made to illustrate their love of technology, as well as to promote their commitment to the quality of service that they provide to their clients. By using cookies stored offline on your computer, we made sure to create a unique experience : a website that displays an error message when you are online, but that reveals its true content as soon as you are offline.

Describe the execution (20% of vote)

The website was launched as an extra demonstration of our “Internet Guaranteed” commitment. None of our clients was ever supposed to see it. So few of them, actually, that we decided to leak it months after its release to a single journalist that instantly tweeted about it. From then on, our offline website became a viral hit.

List the results (30% of vote)

-#1 Trending Topic on Twitter in France less than two hours after the first tweet. -234 PR Articles and mentions on and offline from 23 different countries -154 000+ visits in the first 48 hours-Average time spent on site: 23 minutes -4 Million euros earned media impression generated