Title	HELLO
Brand	AMAZON PRIME VIDEO
Product/Service	ROLAND GARROS NIGHT SESSIONS
Category	E02. Brand or Product Integration into Music Content
Entrant	HEREZIE Paris, FRANCE
Idea Creation	HEREZIE Paris, FRANCE
Production	CADENCE Paris, FRANCE

Name	Company	Position
Andrea Stillacci	HEREZIE	Chief Executive Officer
Paul Marty	HEREZIE	Executive Creative Director
Etienne Renaux	HEREZIE	Executive Creative Director
Leo Michel	HEREZIE	Creative team
Marie Dutech	HEREZIE	Creative Team
Dimitri Boudnikoff	HEREZIE	Group Account Director
Hugo Gobin	HEREZIE	Account Manager
Caroline Bescht	HEREZIE	Account Executive
Tanya Kozlova	HEREZIE	Agency Producer
Laureen Rigot	HEREZIE	Agency Producer
Alexandre Andresciani	AMAZON PRIME VIDEO	Sr Social Marketing Manager
Xuan Pham	AMAZON PRIME VIDEO	Senior Creative Director

Why is this work relevant for Entertainment?

It’s a 4-minute film that refers back to the iconic video from 2011, “Hello” from Martin Solveig, that took place at Roland Garros. This new version (a sequel to the first clip) combines all the ingredients of pop culture. It contains multiple references to the original clip, the presence of influencers and French celebrities, brand easter eggs and, of course, all with the cult song playing in the background.

Background

In 2021, Prime Video won the broadcast rights for the Roland Garros tournament in France. A high-profile publicized partnership, essentially coordinated around the “Night Sessions”, i.e. the 10 matches broadcast on 8pm prime time television and during the night. A historical first for the major French tournament. The brief was therefore to find a way of promoting these night-time broadcasts using pop culture content that would be shared on social media and in the media. Martin Solveig’s “Hello” iconic clip, originally filmed at Roland Garros, was celebrating its 10th birthday this year – the perfect opportunity for Prime Video to continue the DJ’s adventure on clay.

Describe the creative idea

The video, which lasts 4 minutes, is a tribute to Martin Solveig’s original video clip “Hello” that came out in 2011 in France. More than just a tribute, it’s a sequel to the iconic story where Martin abandoned a match at Roland Garros. And so, 10 years later, he’s back on court. And right from the very first seconds, we understand that he has become an unbeatable star of the tournament. And it’s Stan Wawrinka (winner in 205), who’s going to pay the price. Martin is completely invincible, and everything seems to be going his way (even the umpires). Stan can’t do anything about it. He’s going to be eliminated. But, quite unexpectedly, it turns out to be a dream, or more like a nightmare. Our two main characters, who are friends, were in fact watching night matches on Prime Video.

Describe the strategy

The clip plays on the nostalgia of Martin Solveig’s first adventures at Roland Garros (the first video clip came out in 2011). By continuing this story, we wanted to keep all the ingredients of its first success: the presence of various talents and the immersion in the match with sports commentators. We did however modernize it, by adding influencers (McFly and Carlito, who have 6.8 million followers on YouTube, as umpires, and many pop culture references and brand easter eggs (Alexa, T. Le Rol, Lucas Pouille, Bob Sinclair, etc.).

Describe the execution

The clip was revealed a few days before the 2021 Roland Garros tournament started, to promote the “Night Sessions” matches that would be broadcast exclusively on Prime Video. Primarily intended for social media networks, it was posted on YouTube and sent in advance to journalists. Some of them were invited to the shoot a few weeks before to discover exclusive content. The making-of film and various interviews were shared with them when the clip was released. By using many easter eggs, influencers and celebrities from French and international pop culture, the clip quickly became THE topic of conversation at the beginning of the 2-week tournament.

Describe the outcome

The clip (in its long version) got nearly 1 million organic views on YouTube. In total (all social media combined), the campaign gained a reach of 500 million people. Beyond the number of views, it also generated countless conversations on social networks and was ranked the n°1 trending topic on YouTube in France when it came out. The song “Hello” also made a big come-back in the Spotify charts, 10 years after its original release. In terms of PR, we counted more than 120 articles in France and in the international media, including the main 8pm news programmes on M6, France 2, Europe 1, NRJ and Le Parisien newspaper, amongst others.