#VIGNETTEGAME

Title#VIGNETTEGAME
BrandLESFURETS
Category B03. Use of Print / Outdoor
Product/ServiceFINANCIAL SERVICES / INSURANCE COMPARISON WEBSITE
Entrant BELLE PARIS, FRANCE
Idea Creation BELLE PARIS, FRANCE
Media Placement BBO MEDIA GROUP Paris, FRANCE
Credits
Name Company Position
PIERRE DUQUESNOY BELLE Executive Creative Director
NIELS MARQUEYSSAT BELLE Copywriter
VINCENT REQUILLART BELLE Art Director
JONATHAN KAGANE BELLE Planning Director
SOLENE MADEC BELLE CEO
AMELIE BRETON BELLE Brand Manager
ISABELLE DRAY BELLE Agency Producer
ORIANA BERZIG BELLE Agency Producer
SEBASTIEN DEPORTE SMART ALECK Producer
JEAN-FREDDY CAKPO SMART ALECK Director

Why is this work relevant for Media?

This campaign puts creative media planning at the very heart of the idea: it relies on a contextual media placement to hijack outdoor and press car ads and interact with them, coupled with a Twitter interception mechanic that hacked major car brands.

Background

In France, 750 000 people drive illegally without a car insurance, putting their own life and that of many other road users at risk. As the undisputed leader of car insurance comparison websites, lesfurets saw an opportunity to take a stand against this problem and remind everyone that they can always count on them to find the right insurance policy. They needed a smart way to communicate it without making people feel guilty.

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

To promote our own service, we hijacked hundreds of car ads: using contextual media placement and Twitter interception, we pointed out the fact that all vehicles featured in car commercials never display their required green insurance sticker. By doing so, we reminded everyone that they can always count on lesfurets to find the right insurance policy next time.

Describe the strategy (20% of vote)

How can we get people’s attention when nobody cares about us? It all started with two observations: first, looking for a new car is fun but, when it comes to finding a new car insurance, nobody cares. Unlike automotive, insurance is a low-interest category, so if we could steal their audience to car brands, it would surely help us stand out. This led us to uncover a second insight: in France, car owners are legally required to place a green sticker on their vehicles to prove they have insurance. Over the years, the “green vignette” has even become a cultural icon for drivers. Yet, not all cars display it… Actually every single car featured in car commercials drive without their sticker, which kind of makes them “outlaws”. What if we pointed out this oblivion to promote our own service?

Describe the execution (20% of vote)

We bought the available media space right next to outdoor and press car commercials to point out the missing stickers in those very ads. The next day, on March 4th 2020, we released a video of our hack and intercepted all car brands on Twitter to let them know about their misfit. We even invited people to spot missing vignettes by themselves using #Vignettegame.

List the results (30% of vote)

In less than 24h, the campaign gathered more than 10 Million impressions. In only 2 days, more than 1 000 users spontaneously engaged with the hashtag #Vignettegame by sharing screenshots of missing vignettes in ads. We had more than 15 car brands intercepted and hacked. This campaign gathered more than 5 000 positive interactions on social media, helping the brand achieve a major shift in perception: commentators said this approach was “smart”, “pure genious” and “fun”, helping lesfurets gain popularity and bring some light-heartedness to the relatively dull sector of car insurance. This hack also generated an international media coverage including major insurance specialists and high-profile business newspapers such as Challenges or Contagious.