Tour de Francis @ MIPDDoc "Factual Meets The Brands"
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This document provides links to a Tour de Francis documentary and trailer on YouTube, as well as indents from the documentary series. It also includes two positive quotes from viewers about how the documentary and marketing have made them want to visit Halfords cycling stores and take up cycling again despite typically disliking large retail groups. The documentary and marketing campaign have been successful in promoting cycling and Halfords in a fun, engaging way.
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Tour de Francis @ MIPDDoc "Factual Meets The Brands"
- 5. TOUR DE FRANCIS DOCUMENTARY: https://www.youtube.com/watch?v=TmN4OF_6qMU TOUR DE FRANCIS TRAILER: https://www.youtube.com/watch?v=9RQAqwqmtNc TOUR DE FRANCIS IDENTS: https://www.youtube.com/watch?v=hjxnw7Qu2gM&list=PLBm-S8criC8fjzmUabrIrL6f4_S-E6IMk
- 16. “All in all, this will actually make me visit Halfords again despite my hate of big retail groups.” “Your agency and marketing team should be congratulated - it became part of the viewing experience that ITV4 have created. From a happy viewer and reborn cyclist.” Facebook fan, Halfords Cycling
Editor's Notes
- Not an advertising idea, but an idea that can be advertised. A thought that we could build a story around over the 3 weeks of the tour.So we came up with the Tour De Francis:could an amateur - Dan Francis - ride some of the toughest stages from that year's tour on a Carrera Virago? The ultimate product demonstration in the ultimate showroom.
- We shot a 15-minute film and created 24 idents from the story, effectively turning each ident into a mini-trailer for the online film.I'm going to show you a one-minute teaser and them a short compilation of the idents. But if you find yourself alone in your hotel room with a WiFi connection, I urge you to watch the full film. What else are you going to do?
- No need for a Halfords logo at the end. In the second half of that one-minute film there’s a half-second clip where you can’t see the Halfords logo. The rest of the time it’s there. Sometime 3 or 4 times.You’ll all wake up tomorrow morning going “HALFORDS!” Winning!
- The idents
- Increasingly, people are spending time online so it's only natural for brands to fish where the fish are. But if you want customers to spend time with your brand online, you have to bring something to the party beyond a sales message. Most likely, utility or entertainment. So before to even start, think about what's in it for them.
- Who here is a cyclist? You are all freaks. And you know it. What motivates someone to get up at stupid o'clock and pedal a bike in the cold and rain until you puke? It goes against all reason.By telling the Tour de Francis story, we were getting under the skin of the sport. The emotion, the motivation, the question they all ask themselves as they watch the tour - could I do that?
- Well, the bike could. Our only technical failure was one puncture. We had 2 spare bikes just to make the car look the part. If it can take on the cobbled streets of Liege, the brutal switchbacks in the Alps and rush hour in Paris, it can certainly handle Box Hill on a Sunday morning.But we were doing more than just torture-testing the bike, we were building credibility for Halfords as a brand, showing their affinity with cyclists. They 'get it'. And perhaps a 30-second TV ad won't do the job.
- Advertising clients have sign-off at every stage. But how can they sign off a script that isn't written? Keep in mind that this will be a massive leap of faith - especially if your client isn't on the shoot, which is how it was on Tour de Francis.What you have to put in place is a structure that gives the story the opportunity to reveal itself, that lets the product do the talking and keep in mind for every shot, “is this right for the brand?” You have to think on your feet, spot the story as it unfolds and try and steer it in the right direction.
- Even when you’re shooting something factual, there's a camera and a crew so there will always an element of contrivance. So how factual is factual?Will clients let you be truly honest with their brand? Clients spend billions on advertising to show their product in the best possible light. Can your client handle the truth?
- KNOW YOUR BRANDThere is no point pitching an idea that's off-messageBrands are so finely honed and buffed it's easier to get it wrong than get it right. WHY A FILM?Are you bringing something to the party that traditional advertising can't?THE INVISIBLE MOVIEYouTube is littered with branded content with 163 views. Have a plan to get your film seen.You might be making a film you want to make, but are you making a film people are going to want to see? BUDGET VS MERITIt's a trade-off. Very often the most creative opportunities have the smallest budgets. Only you can decide whether you need the money or the awards most.Tour de Francis was shot on a shoestring but it did give me the opportunity to come here and tell you wonderful people all about it.
- Thank you. I've really enjoyed talking about myself today.