TROLLING BANNERS

TitleTROLLING BANNERS
BrandACADOMIA
Product/ServiceLEARNING SUPPORT
Category B07. Use of Digital Platforms
Entrant HAVAS Paris, FRANCE
Idea Creation HAVAS Paris, FRANCE
Idea Creation 2 HAVAS PARIS SEVEN, FRANCE
Media Placement CLIMAT MEDIA Paris, FRANCE
Credits
Name Company Position
Elisabeth Billiemaz Havas Paris Seven Executive vice president
Xavier Beauregard HumanSeven Chief Creative Officer
Stephane Gaubert Havas Paris Seven Creative Director
Jordan Molina Havas Paris Seven Artistic Director
Ludovic Miege Havas Paris Seven Copywriter
Tristan Lecuyer Havas Paris Seven Motion designer

Why is this work relevant for Media?

To promote Acadomia’s English tutoring classes, we chose to intercept a specific community: the French teenagers, who have one of the worst levels of English in Europe, but who also are the biggest fans of Hollywood series. We chose a simple but fitting media for our idea: cheap and boring Youtube ad banners. Those that appear at the bottom of videos and hinder over the subtitles of their favorite series. Impossible to miss the campaign and not be impacted by our message: “Forget subtitles. Learn English”.

Background

English is today’s international affairs, technology and research language. Mastering the English language is a sign of openness towards the rest of the world. You may also need it for your personal passions. Despite everything, French teenagers still struggle with it. Especially when it comes to speaking. And their English levels are one of the worst in Europe (25th out of 32 according to the annual index published by EF (English First). The brief was to promote Acadomia’s new tutoring program as well as redirecting young French people towards the company’s website to sign up. Acadomia wanted to intercept French teenagers in an innovative way: encourage them to learn English through lessons in order to improve their level so they could later understand without subtitles.

Describe the creative idea / insights (30% of vote)

The best place to be noticed by French teenagers lacking English is where their eyes are always focused when watching Hollywood series: the subtitles of their favorite shows. Lucky for us, the cheap and usually boring Youtube ad banners are perfectly located so they appear just on top of the subtitles of the videos. So to perfectly intercept these French, subtitle-using teenagers, we targeted on Youtube the biggest Hollywood trailers and hacked the subtitles with our message. A true message in relation with the content of what they are watching, inviting them to drop the subtitles and start taking English lessons.

Describe the strategy (20% of vote)

Young French people often care less about their professional future than their current passions. So, we privileged communicating around their passions. The target audience was French teenagers between the ages of 12 to 18 years old who watch English videos with French subtitles on Youtube. And of course, who love to watch all the latest trailers of their favorite series. The approach was to directly intercept them when their eyes are stuck on the subtitles. Impossible to miss the message. By clicking the banner, these teenagers are redirected to the different offers for private English classes.

Describe the execution (20% of vote)

The campaign was implemented on Youtube from the 10th of September to the 23rd of September 2018. Youtube was the perfect media to target the biggest Hollywood series' trailers from different VOD platforms (Netlfix, Amazon…) More than 10 different ad banners were delivered on the biggest Hollywood trailers in English with French subtitles.

List the results (30% of vote)

1 500 000 impressions had been delivered which led more than 50 000 clicks. That’s a 35% increase in traffic on Acadomia’s website. As well as more than 2000 new students enrolled in tutoring classes.