WHEN THE INTERNET IS DOWN
| Title | WHEN THE INTERNET IS DOWN |
| Brand | BOUYGUES TELECOM |
| Product/Service | BOUYGUES TELECOM |
| Category |
A06. Consumer Services/Business to Business |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
Production
|
GREEN UNITED MUSIC Paris, FRANCE
|
Credits
| 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 |
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 dedication Bouygues 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 strategy
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
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
- #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