| Title | BHUITRES |
| Brand | BOUYGUES TELECOM |
| Product/Service | BOUYGUES TELECOM |
| Category |
G05. Cultural Insight |
|
Entrant
|
BETC Paris, FRANCE
|
|
Idea Creation
|
BETC Paris, FRANCE
|
|
PR
|
BETC Paris, FRANCE
|
|
Production
|
SOVAGE Paris, FRANCE
|
Credits
| Stéphane Xiberras |
BETC |
ECD |
| Olivier Aumard |
BETC |
Creative Director |
| Marie Donnedieu de Vabres |
BETC |
Art Director |
| Thomas Préchac |
BETC |
Copywriter |
| Sébastien Lintingre |
BETC |
Creative Producer |
| Mathieu Laugier |
BETC |
Agency management |
| Amélie Molter |
BETC |
Agency Management |
| Sophie Roberts |
BETC |
Agency Management |
| Andréa Jeanroy |
BETC |
Agency Management |
| Tanguy Moillard |
Bouygues Telecom |
Brand Management |
| Jérémy Rodney |
Bouygues Telecom |
Brand Management |
Why is this work relevant for PR?
In 2020 Bouygues Telecom's Christmas ad went from being the biggest campaign of the year to the biggest bad buzz.
The ad featured a family with a cousin known for bringing bad oysters to dinner.
Social networks blew up with negative comments . Oyster farmers took it especially badly and reacted by throwing seaweed all over a Bouygues store.
The brand reacted immediately by changing the name of the store from Bouygues to Bhuitres (huitre = oyster) for a day. Oyster farmers sold their produce in front of the store and Bouygues gave a free phone case
Background
In 2020 Bouygues Telecom's Christmas ad went from being the biggest campaign of the year to the biggest bad buzz.
The ad featured a family with a cousin known for bringing bad oysters to dinner.
Social networks blew up with negative comments . Oyster farmers took it especially badly and reacted by throwing seaweed all over a Bouygues store.
Describe the creative idea (20% of vote)
The brand needed to fix the situation and give real meaning to their signature “we are made to be together” We came up with the idea of turning Bouygues into Bhuitres.
Describe the PR strategy (30% of vote)
The brand needed to fix the situation and give real meaning to their signature “we are made to be together” We came up with the idea of turning Bouygues into Bhuitres.
Describe the PR execution (20% of vote)
The first thing was to change the line in the film that made people so angry. Then we came up with the idea to change the name of the store from Bouygues to Bhuitres (huitre = oyster) for a day. Oyster farmers sold their produce in front of the store and Bouygues gave a free phone case for any oyster basket sold.
List the results (30% of vote)
Google searches were multiplied by 15 in December
Business results were 12% above objectives.
The bad buzz turned into a good buzz.
Please tell us about the cultural insight that inspired the work
French people don't joke about food.
Social networks blew up with negative comments about the film following the oyster comments . Oyster farmers took it especially badly after having a very hard year due to the pandemic. We had to take action straight away to smooth things over.