CHALLENGE                                            Create brand preference among the 18-25 year-olds –                  ...
CHALLENGE                                            Fight against prejudices people may have regarding the               ...
CHALLENGE                                          Even though the problem of homeless children is reaching               ...
CHALLENGE                                         Create new consumption opportunities for Walkers’ crisps,               ...
CHALLENGE                                          Launch Union car insurance company on a higly competitive              ...
CHALLENGE                                         Using only digital channels, promote the Tipp-Ex Pocket                 ...
CHALLENGE                                         Promote AutoLiberté – an automatic car rental program that              ...
CHALLENGE                                        Stand out from other fragrances in a saturated market (over              ...
CHALLENGE                                         Turn the brand’s promise – ‘driving the change’ – into                  ...
CHALLENGE                                       Stand out from competitors on the very crowded segment of                 ...
10 Best Cases From Crans Montana
10 Best Cases From Crans Montana
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10 Best Cases From Crans Montana

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10 Best Cases From Crans Montana

  1. 1. 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 banks once they have settled on one after leaving their parents’. IDEA 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 offers them in that domain. Let it be directed by an acclaimed author – Riad Sattouf, best known for its depiction of young people through its first feature film, 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. RESULTS 6,5% increase in the number of young people applying for credit; 1,6% increase in the number of 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 the target audience, prime time broadcast of 10 episodes of the series.CLICK ON THE CRYSTALTO WATCH THE VIDEO
  2. 2. 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 hisher fault – at a time when the Samu Social needs funding more than ever (both from the government and individual donations). IDEA Record homeless people’s everyday life as they live it – that is through their own own eyes, thanks to a pair of sunglasses with a built-in camera . Then falsely appeal to people’s voyeuristic tendencies by inviting them (through banners, press inserts and stickers) to watch the whole experience on a dedicated website. And make them experience how hard it is to 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. RESULTS A 12% increase of individual donations; a 10% increase of government funding; more than 100.000 people visited the site during the first week of the campaign – and 72% of them returned to the site.CLICK ON THE CRYSTALTO WATCH THE VIDEO
  3. 3. CHALLENGE Even though the problem of homeless children is reaching an all-time high in Ukraine, people seem less and less concerned about it – mainly because police tend to remove them out of public view, outside the city. IDEA Make the most of street art and flyposting to bring children’s figures back into the city centres and into people’s top of mind – with a simple message accompanying those illegal posters: ‘you can remove me, but not the problem’. While street artists kept replacing the ripped-off posters, inserts using the same key visuals and tagline were inserted into magazines – and intrusive banners and pop-ups were displayed on various websites. Last but not least, some celebrity pictures on Facebook were photobombed with the children’s figures inserted in the background. RESULTS PR; public debate; increase in donations.CLICK ON THE CRYSTALTO WATCH THE VIDEO
  4. 4. CHALLENGE Create new consumption opportunities for Walkers’ crisps, and promote them on both B2B & B2C levels. IDEA Illustrate the brand promise (Walkers can help make any sandwich better) through a funny brand utility operation, where the Brand takes control of the English town named Sandwich, turning its inhabitants everyday life into something extraordinary. Hence the resulting surprise events, such as Jenson Button driving a cab around town, Pamela Anderson pouring beers at the local pub, free sandwiches for everyone made by triple- Michellin-star chef Marco Pierre White etc. Eventually, the brand benefited from massive earned media, generated either through the tweets of celebrities involved, the posts of local inhabitants on their Facebook profiles and their blogs or the national news coverage. In the end, it even convinced major supermarkets to give Walkers a long-term space in the sandwich aisles. RESULTS A 5% increase in sales; £3.2 million worth of coverage; 53% recall; 1.6 million views for the videos – all this through a one day event, with a minimum traditional media spend.CLICK ON THE CRYSTALTO WATCH THE VIDEO
  5. 5. CHALLENGE Launch Union car insurance company on a higly competitive and crowded segment – mandatory car insurances. Preference is all the more difficult to create in that sector as most drivers believe it offers them no real benefit, because they all feel they are responsible enough – and that as a result their contribution will cover damage caused by others, and never benefit them directly. IDEA Create a vigilante squad who roams the streets, looking for drivers with dangerous / irresponsible behaviours – and then which prevents them from causing potential car accidents by immobilising / disabling their vehicles in a funny way (such as 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 fight against dangerous driving behaviours (in order to reduce the likeliness of car accidents, and hence the amount of money every insured driver has to pay). RESULTS In 3 months, Union Insurance offer reached the same preference level as its 4 main competitors; 500K€ worth of free media coverage (= half the campaign’s budget); 80.000 Facebook fans.CLICK ON THE CRYSTALTO WATCH THE VIDEO
  6. 6. CHALLENGE Using only digital channels, promote the Tipp-Ex Pocket Mouse during the back-to-school period – a critical moment for the brand. IDEA 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 fun and 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 to choose 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. RESULTS An average 5 minutes and a half spent by user on the video; each viewer shared the link with an 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 the video).CLICK ON THE CRYSTALTO WATCH THE VIDEO
  7. 7. CHALLENGE Promote AutoLiberté – an automatic car rental program that aims at replacing the need of an individual car for light car users – although cars remain important social markers, tools to assert one’s personality and objects heavily associated with a sense of freedom and independence. IDEA Forget the environmental argument (not user centric enough) and focus instead 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. To achieve 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 find what 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 to restrict 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 was explained to them. French TV presenter Cauet was one the persons trapped. RESULTS +84% subscription to AutoLiberté; more than 2 million views on YouTube for the videos.CLICK ON THE CRYSTALTO WATCH THE VIDEO
  8. 8. CHALLENGE Stand out from other fragrances in a saturated market (over 250 new product launches per year) and create preference among young people. IDEA Build a lifestyle brand by creating an integrated campaign that ties the product and its communications together around music – a key interest of young people. Partner with a rising and trendy band (The Ting Tings) and involve 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 an exclusive 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 also launched to build further upon the product’s universe. RESULTS $1.800.000 worth of PR coverage; 300.000 downloads of the anthem song; 506 000 Facebook fans; Tommy Hilfiger decided to expand the Loud message to other product ranges, such as Tommy Hilfiger Denim.CLICK ON THE CRYSTALTO WATCH THE VIDEO
  9. 9. CHALLENGE Turn the brand’s promise – ‘driving the change’ – into something truly concrete that people can really experience and hence understand better, thus driving brand preference. IDEA Build a story around how the brand can foster change in people’s lives, by using a mere fun fact as a starting point – that is the surprising increase in fertility, happiness and life expectancy in some towns that coincided with increasing sales of the Renault Mégane in those very towns. Therefore, pick a random English town – Gisburn, acknowledged as a rather gloomy one. Bring in a brand ambassador – Claude, a Renault Mégane driver from Menton, a town in the South of France swarming with Meganes – who will challenge the inhabitants way of life. And document the changes as they happen through a dedicated website, where people can watch an 11 minute long documentary (employing Big Brother’s psychologist as 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 the comparison between Gisburn and Manton, helped launch the site. RESULTS 260.000 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.CLICK ON THE CRYSTALTO WATCH THE VIDEO
  10. 10. 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. IDEA 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 using the pointillism technique. Use the resulting artworks as billboards in busy city centers, and through them invite people to log into a dedicated website where they could 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 to their respective authors live on Music Plus (Quebec’s version of MTV). 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 visited the website sent a viral message to an average of 2 persons.CLICK ON THE CRYSTALTO WATCH THE VIDEO

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