Advertiser: ERAM
Agency: HAVAS 360
Category: Retail and E-Commerce, including Restaurants
Advertising campaign: WHAT KEEPS GIRLS WALKING
Composer: Franklin Ferrand
Motion Designer: Ilan Haddad (Havas 360)
Producer: Jean-Charles Felli (Save Ferris)
Producer: Christophe Tomas (Save Ferris)
Screenwriter: Laure Cohen (Save Ferris)
Music Producer: Florian Dubos (Save Ferris)
Art Director: Gael Caron (Havas 360)
Product Manager: Jennifer Lagarde (Eram)
Music Director: Jérome Riera (Havas 360)
Account Director: Ophélie Dumay (Havas 360)
Account Manager: Pauline Arguillere (Havas 360)
Executive Creative Director: Thomas Derouault (Havas 360)
Production Manager: Cécile Ousset (Havas 360)
Screenwriter: Honorine Crosnier (Save Ferris)
Director: Ilan Teboul (Save Ferris)
Co-Chief Executive Officer: Matthieu Habra (Havas 360)
Co-Chief Executive Officer: Vincent Mayet (Havas 360)
Copywriter: Benoit Salles (Havas 360)
Screenwriter: Benoit Salles (Save Ferris)
Screenwriter: Gael Caron (Save Ferris)
General Manager: Jean- Jacques Raillard (Eram)
Music Producer: Jocelyn Moze (Save Ferris)
Director: Laure Cohen (Save Ferris)
Marketing Director: Renaud Montin (Eram)
Production Manager: Stéphanie Huguenin (Havas 360)
Production Manager: Yann Girard (Save Ferris)
Execution
The media team structured the launch and the release of each part of the content over time to maximise the global impact of the campaign.- a campaign rotated on websites with large and receptive audiences - Journal des femmes.com / Dailymotion / Plurielles.fr / PurePeople / Beead / Unrully Media / eBuzzin, selected in line with the content of the trailer (fashion, music or women’s).- behavioural targeting in terms of fashion and women in the 25-35 year-old range.- Event-driven formats with homepage, newsletter and seeding on Journaldesfemmes.com / Plurielles.fr / Dailymotion.- A Dailymotion ‘Buzz pack’ to maximise sharing on social networks and blogs.
Effectiveness
27,000,000 page impressions.17,000 new fans and 33,000 clicks on Facebook.A significant increase in traffic in boutiques and sales, and in particular of the leading designs used in the musical.
Strategy
Creating an original musical marks a return to the brand’s roots and puts Eram’s creativity and former daring back centre stage, with the objectives of:- making Eram a brand which is more stylish, more current, and more fashionable.- recruiting a target audience which is more urbane with more AB+ professionals.- increasing sales and improving brand loyalty.- making products more attractive again. Giving them a more stylish and current image.La citezinista, a 20-35 year-old woman who is busy, urban, an AB+ professional, and who likes fashion but also playing around with it.The woman of today is agile and creative. Because of her complicated daily life she wants a brand which makes her feel guilt-free and at ease with herself, where fashion is an area to play with, and a form of self-expression, freedom, humour, and pleasure.Contrary to many fashion brands which stick to images of women in seductive roles, Eram puts women and their numerous funny, bubbly, and cheeky sides centre stage. All women can easily identify with this.