2012 Results

CAT 27 - Branded Entertainment (BC)

SILVER

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

Short explanation

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.
We needed to generate buzz and activate an immediate answer. The audience was questioning la redoute’s reputation and mocking the brand and it was critical for la Redoute to react quickly and still drive traffic to the website. We needed a smart and efficient way to generate positive halo effect: a game.
We won since the beginning of the operation 100 000 new fans on Facebook. The video had 220 000 views in less the 48 hours and during the operation the traffic increased of 70%. We didn’t invest a dime in media, neither had a press release as this video posted on youtube was our ambassador, but as the bounce back was smart enough we had 1200 press articles, and a $ 1 069 000 earned media.

Description

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.