Creative eCommerce Eurobest Award

Case Film

Presentation Image

Category A06. Not-for-profit / Charity / Government
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production GENERAL POP Pantin, FRANCE
Production 2 LA-BO Paris, FRANCE
Name Company Position
Stéphane Xiberras BETC ECD
Matthieu Bouilhot BETC Copywriter
Vincent Lesne BETC Art Director
Bastien Sabot BETC Assistant art director
Fanny Perier General Pop Producer
Laurent Ferry General Pop Motion design
Adrien Brechaud La-Bo Music Supervisor
Sophia Conoscente La-Bo Sound design
Mercedes Erra BETC Agency Management
Catherine Emprin BETC Agency Management
Jeanne Libfeld BETC Agency Management
Sarah Gallitre Auberge des Migrants Brand Management


TheAuberge des migrants is a French NGO that supports refugees stranded in the camps at the border between France and the UK. In 2020, donations hit a new low due to alack of media coverage, and the sanitary crisis. With no budget, we had to find a way to generate donations.To show that donating a few items can make a difference we wrote it down in the one place people shop: Amazon. We helped 10 migrants hijack Amazon by sharing their living conditions in the reviews of the products they needed the most. All the products were in a wishlist, so that anyone reading their stories could make a donation.

Describe the creative idea (30% of vote)

To remind everyone that donating even a few items can make a difference we decided to write it down on the only place people shop during the sanitary crisis: Amazon. We helped 10 migrants from the camps hijack Amazon by sharing their living conditions directly in the reviews of the products they needed the most. All products were gathered in our Wishlist to generate donations.

Describe the strategy (20% of vote)

With no budget, we had to find a way to generate donations.We decided to use real immigrants to hijack Amazon. Our objective was simple: raise donations and awareness about the migrants’ living conditions, without any budget at all.

Describe the execution (20% of vote)

All the reviews were published from December 2020 to January 2021, intercepting people without being noticed by Amazon. 10 migrants reviewed more than 100 products directly on Amazon Growth hacking techniques made their reviews appear first on all commented articles. All reviews were gathered in our wishlist. We also sent a PR kit.

List the results (30% of vote)

Production cost : 0 € Media budget : 0 € In 72 hours, the association received more in-kind donations than during the whole previous year. Jan. 2021 vs Jan 2020 in-kind donations: +2340 % the campaign got national and international coverage highlighting the living conditions in the refugee camp(over 82 million impressions)