CHALLENGE

Create brand preference among the 18-25 year-olds –a key target for banking, as they represent new customers,

who are all the more scarce as people hardly ever switch banksonce they have settled on one after leaving their parents’.

6,5% increase in the number of young people applying for credit; 1,6% increase in the numberof young people opening accounts; more than 11 million Internet views; more than 20 000

fans on Facebook; at the request of TV channels in great affinity (MCM / NRJ 12) with thetarget audience, prime time broadcast of 10 episodes of the series.

Hold true to BNP Paribas communications territory (dramas & movies)and create a webseries revolving around one of the main issue affecting

young people – housing. Then link it to the solutions the bank offersthem in that domain. Let it be directed by an acclaimed author – Riad

Sattouf, best known for its depiction of young people through its first featurefilm, Les Beaux gosses. And plug it to a 360 platform (TV, press, radio, web) where

the brand is not mentioned at first – and then uses the characters as spokespersons.

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IDEA

RESULTS

CHALLENGE

Fight against prejudices people may have regarding the homeless – one of them, shared by 1 person out of 2, being

that if a homeless person cannot get off the streets, it is his\herfault – at a time when the Samu Social needs funding more than

ever (both from the government and individual donations).

Record homeless people’s everyday life as they live it – that is throughtheir own own eyes, thanks to a pair of sunglasses with a built-in

camera . Then falsely appeal to people’s voyeuristic tendencies by invitingthem (through banners, press inserts and stickers) to watch the whole

experience on a dedicated website. And make them experience how hard it isto get off the street, by preventing them from leaving the site once they have

launched the video (when visitors want to leave, an error message appears:‘sorry, it’s not that easy to escape the street’) – save a click on the Samu Social

logo, the only way to escape, which redirects them to a donation page.

A 12% increase of individual donations; a 10% increase of government funding; more than100.000 people visited the site during the first week of the campaign – and 72% of them

returned to the site.

IDEA

RESULTS

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CHALLENGE

Even though the problem of homeless children is reachingan all-time high in Ukraine, people seem less and less

concerned about it – mainly because police tend to remove themout of public view, outside the city.

Make the most of street art and flyposting to bring children’s figures backinto the city centres and into people’s top of mind – with a simple message

accompanying those illegal posters: ‘you can remove me, but not theproblem’. While street artists kept replacing the ripped-off posters, inserts

using the same key visuals and tagline were inserted into magazines – andintrusive banners and pop-ups were displayed on various websites. Last but not

least, some celebrity pictures on Facebook were photobombed with the children’sfigures inserted in the background.

IDEA

PR; public debate; increase in donations.

RESULTS

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CHALLENGE

Create new consumption opportunities for Walkers’ crisps, and promote them on both B2B & B2C levels.

Illustrate the brand promise (Walkers can help make any sandwichbetter) through a funny brand utility operation, where the Brand takes

control of the English town named Sandwich, turning its inhabitantseveryday life into something extraordinary. Hence the resulting surprise

events, such as Jenson Button driving a cab around town, Pamela Andersonpouring beers at the local pub, free sandwiches for everyone made by triple-

Michellin-star chef Marco Pierre White etc. Eventually, the brand benefited frommassive earned media, generated either through the tweets of celebrities involved,

the posts of local inhabitants on their Facebook profiles and their blogs or thenational news coverage. In the end, it even convinced major supermarkets to give

Walkers a long-term space in the sandwich aisles.

IDEA

A 5% increase in sales; £3.2 million worth of coverage; 53% recall; 1.6 million views forthe videos – all this through a one day event, with a minimum traditional media spend.

RESULTS

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CHALLENGE

Launch Union car insurance company on a higly competitiveand crowded segment – mandatory car insurances. Preference is

all the more difficult to create in that sector as most drivers believeit offers them no real benefit, because they all feel they are responsible

enough – and that as a result their contribution will cover damage causedby others, and never benefit them directly.

Create a vigilante squad who roams the streets, looking for drivers withdangerous / irresponsible behaviours – and then which prevents them from causing

potential car accidents by immobilising / disabling their vehicles in a funny way (suchas filling one of the victim’s car with pink styrofoam peanuts). Once the media have

started building the buzz, reveal it was part of the assurance company campaign to fightagainst dangerous driving behaviours (in order to reduce the likeliness of car accidents, and

hence the amount of money every insured driver has to pay).

IDEA

In 3 months, Union Insurance offer reached the same preference level as its 4 maincompetitors; 500K€ worth of free media coverage (= half the campaign’s budget); 80.000

Facebook fans.

RESULTS

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CHALLENGE

Using only digital channels, promote the Tipp-Ex Pocket Mouse during the back-to-school period – a critical moment for

the brand.

Use an existing technology that has long struggled to find its place(interactive videos triggered by keywords) – yet that is strongly connected to

the product features (= rewriting) – to tell a story that manages to be both funand innovative while staying true to the brand. Indeed, what appeared to be some

gloomy video about a hunter shooting a bear was in fact an invitation for viewers tochoose the end of the story by modifying the title of the video in real-time – and trying

to guess which kewords would trigger a new effect / end for the video.

IDEA

An average 5 minutes and a half spent by user on the video; each viewer shared the link withan average of 5 friends; media coverage equivalence estimated at more than 5M€; 217

countries reached; 25,5 million views on the channel (11 million for the first part of thevideo).

RESULTS

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CHALLENGE

Promote AutoLiberté – an automatic car rental program thataims at replacing the need of an individual car for light car users

– although cars remain important social markers, tools to assertone’s personality and objects heavily associated with a sense of

freedom and independence.

Forget the environmental argument (not user centric enough) and focusinstead on showing how owning a car and taking care of it can be a real source

of anxiety – and hence how better off one would be with just renting one. Toachieve that, create a series of viral videos from well-orchestrated hidden camera

stunts whereby car owners parked their cars, only to return minutes later to findwhat appeared to be their cars compressed. A leaflet on the junk invited them to call

a fake number, supposedly linked to a governmental authority whose job was torestrict the number of cars by getting rid of the unnecessary ones. Some of those calls

were aired live on NRJ (after a one week teasing campaign), seconds before the prank wasexplained to them. French TV presenter Cauet was one the persons trapped.

IDEA

+84% subscription to AutoLiberté; more than 2 million views on YouTube for the videos.

RESULTS

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CHALLENGE

Stand out from other fragrances in a saturated market (over 250 new product launches per year) and create preference

among young people.

Build a lifestyle brand by creating an integrated campaign that ties theproduct and its communications together around music – a key interest of

young people. Partner with a rising and trendy band (The Ting Tings) andinvolve them at every stage, from the design of the product (record-shaped

bottle, fader-knob-like cap) to the print, digital and TV campaigns (recording of anexclusive anthem, entitled ‘We’re not the same’) – the whole operation ending with a

live + digital event (an exclusive Ting Tings concert). A dedicated web radio was alsolaunched to build further upon the product’s universe.

IDEA

$1.800.000 worth of PR coverage; 300.000 downloads of the anthem song; 506 000 Facebookfans; Tommy Hilfiger decided to expand the Loud message to other product ranges, such as

Tommy Hilfiger Denim.

RESULTS

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CHALLENGE

Turn the brand’s promise – ‘driving the change’ – intosomething truly concrete that people can really experience

and hence understand better, thus driving brand preference.

Build a story around how the brand can foster change in people’s lives, byusing a mere fun fact as a starting point – that is the surprising increase in

fertility, happiness and life expectancy in some towns that coincided withincreasing sales of the Renault Mégane in those very towns. Therefore, pick a

random English town – Gisburn, acknowledged as a rather gloomy one. Bring in abrand ambassador – Claude, a Renault Mégane driver from Menton, a town in the

South of France swarming with Meganes – who will challenge the inhabitants way oflife. And document the changes as they happen through a dedicated website, where

people can watch an 11 minute long documentary (employing Big Brother’s psychologistas a spokesperson) and bet on Claude’s potential success or failure using their Facebook

friends as virtual money. A teasing campaign, deliberately sparking controversy over thecomparison between Gisburn and Manton, helped launch the site.

IDEA

RESULTS260.000 unique visitors to the site; 150.000 YouTube views; 12.600 Facebook fans for Claude,

who is still conversing with them; Gisburn twinned with Menton.

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CHALLENGE

Stand out from competitors on the very crowded segment of chewing gums, by engaging consumers in an aspirational way

while stressing out the product’s main point of difference in the meantime.

Use Mentos gums particular round shape and packaging as media art tools.Place several blister packs side by side to form a working canvas, and then pop

some Mentos gums out of those blister packs to draw shapes and figures usingthe pointillism technique. Use the resulting artworks as billboards in busy city

centers, and through them invite people to log into a dedicated website where theycould enter a competition and draw their own patterns. Winning patterns are then

used for the digital display campaign – but also done for real by artists, and given totheir respective authors live on Music Plus (Quebec’s version of MTV).

IDEA

RESULTS

1 out of 3 people who saw the campaign tried the product; huge aided awareness boost(Mentos Gum reached 60% VS 32% expected); free coverage by 50 media properties; 24

minutes spent per drawing done on the website on average; 23% of those who visitedthe website sent a viral message to an average of 2 persons.

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