Les Pages Jaunes: Made By Professionals

Credits & Description:

Title: Made By Professionals
Agency: Sid Lee
Brand: Pagesjaunes
Advertiser: PagesJaunes Boulogne Billancourt / France
Country: France
Entrant Company: Sid Lee, Paris
Advertising Agency: Sid Lee, Paris
Media Agency: Sid Lee, Paris
Pr Agency: Sid Lee, Paris
Production Company: Sid Lee, Paris
Additional Company: Sid Lee, Paris
Production: Partizan Paris, France
Digital Production: 60fps (60fps)
Creative Director: Celine & Clement Mornet Landa (Sid Lee Paris)
Digital Production Director: David Bismut (Sid Lee Paris)
Integrated Production Director: Thomas Laget (Sid Lee Paris)
Art Director: Yoann Plard (Sid Lee Paris)
Record Company: Breakbot (Edbanger/Because Music)
Director: Cd (Partizan)
Director: Ab (Partizan)
Digital Producer: Clément Cassajus (Sid Lee Paris)
Agency Producer: Pauline Couten (Sid Lee Paris)
Executive Creative Director - Founding Partner: Sylvain Thirache (Sid Lee Paris)
Account Manager: Thomas Lechvien (Sid Lee Paris)
Director: Dimitri Pailhe (Dimitri Pailhe)
Deputy General Manager: Bruno Lee (Sid Lee Paris)
Account Director: Jean-baptiste Destabeau (Sid Lee Paris)
Managing Director: Johan Delpuech (Sid Lee Paris)
Art Director: Jules Jolly (Sid Lee Paris)
Strategy:
Brand tracker study shows that 67% of users of PagesJaunes.fr consider the service only from a functional view : accurate, trustworthy, efficient. We sum it up into a consumer quote : PagesJaunes is like a toothbrush : "we use it every day, but you never think of it".To challenge the main competitors : google, airbnb, Yelp we decided to :1- get rid of the functionalities in communication.2- focus on the people who develop small independant businesses.3- be truly generous with them.4- focus on young adults
Synopsis:
PagesJaunes.fr is the french leader on search for local professionals, still very tied to the perception of "phone book company".For several years, PagesJaunes.fr has been digitalizing every part of the service so that users can get access to a local professional easier, faster & more efficiently.The website is listed in the top 10 in terms of audience in 2015, but the brand image remains very functional, without emotional attachment, and is challenged by google, leboncoin.fr & other newcomers.the brief : how to reconnect the brand perception with a younger audience that consider PagesJaunes as an old-fashioned service ?objective : create an electro-shock to express the greatness of PagesJaunes : human capital of small businesses.
Execution:
Created as a digital experience, the launch of the official clip has been synchronized with the promotion of Breakbot’s new album, so that the interactive video was the avant-première broadcast of the clip worldwide. We used own channels, both from Ed Banger’s & from the local professional to promote the experience, creating a sense of conversation with the audience.The making of the interactive video was pushed with media buy on youtube to ensure mainstream coverage 2 weeks after the launch.
Outcome:
Seen in the press, online and on TVThe track My Toy has been performed on most of the biggest Frenchtalk shows and has been in the French top 5.The content linked to My Toy has been seen over 1,2M times on Youtube.
5M on Facebook and 4,6M on Twitter.8,3M view total, the equivalent of a media campaign for a big company.
Campaign Description:
We offered local businesses a one-of-a-kind occasion to give them some visibility and present their savoir-faire to the consumers : the official music video of « my toy », the new track by Breakbot, the famous electro band from label Ed Banger (Justice, Laurent Garnier).We made the first music video entirely produced with the help of small businesses referenced on Yellow Pages. With an interactive version to enable the internet user to click and discover the forty small businesses that are behind every single detail of the music video.Through short videos in which Breakbot introduces the small businesses to the users in person. And that enables the user to book appointments with the professionnals.