CLM BBDO (FRANCE)
|Retails, "The Naked Man"||27-01856-BC|
Agency (city): CLM BBDO, Boulogne Billancourt
Creative Director(s): Matthieu Elkaim, Benjamin Marchal, Olivier Lefbvre
Art Director(s): Ronan Coursin
Production Company (& City): CLM BBDO, Boulogne Billancourt
Head of Digital: Nicolas Carlotti
Communication Director : Amelie Poisson
Managing Director: Marie-Pierre Benitah
Vice-President: Bertille Toledano
Account team: Audrey Bedoucha, Anne-Lise Sellier
Once we decided to react, we knew that we needed to answer to our target audience where the story initially began (social networks).We launched a hunted fake fails game on la redoute’s website. This fail hunt was introduced by a corporate video posted on social networks. This video invited Internet users to search for 14 fake fails among the 33 600 pictures on the website la redoute.fr. Once we had posted the corporate video on youtube, we spread the news on la redoute’s Facebook and twitter account, and simultaneously made visible the 14 fake fails on la redoute’s website.
In early January, a man is found naked in the background of a children’s picture of the first e- retailer website in France: La Redoute. The fail has quickly been removed from the website, but it was too late. In less than 4 hours, the naked man became the 2nd twitted topic in the world. Clients, brand’s followers and people who knew the brand where shocked by this fail. Facing this crisis communication, we decided to react and launched a hunted fake fails game on their website to take the control back of la redoute’s e-reputation and drive them to the website.