Category: Best use or integration of user-generated content
Advertiser: P&G
Product/Service: EAU DE LACOSTE L.12.12
Agency: GREY PARIS
Chief Executive Officer: Frederic Wolff (Grey Paris)
Art Director: Patrice Jean-Baptiste (Grey Paris)
Production Leader: Laurent Dailloux (Grey Paris)
Video Content Producer: Agathe Michaux-Terrier (Grey Paris)
Account Director: Nathalie Bailleul (Grey Paris)
Web Art Director: Vivien Urtiaga (Grey Paris)
Design Principal: Jesse J Seppi (Tronic Studio NYC)
Vice President: Bill Brace (P&G Fragrance And Beauty)
Marketing Director: Antoine Delgrange (P&G Fragrance And Beauty)
Executive Creative Director (Ex): Vincent Vella (Grey Paris)
Client Project Leader: Nico Hribenik (P&G Fragrance And Beauty)
Marketing Director (Ex): Tim Sayler (P&G Fragrance And Beauty)
Brand Manager (Ex): Kristina Struse (P&G Fragrance And Beauty)
Brand Manager: Carsten Schneider (P&G Fragrance And Beauty)
Media placement: Video Teaser 1 - Online (FB) - August 29 2011
Media placement: TEASER Making-Of 1 - Online FB Fan Page + Viral Spread - September 5 2011
Media placement: Teaser Making-Of 2 - Online FB Fan Page + Viral Spread - September 12
Media placement: Launch Event Video - Online FB Fan Page + Viral Spread - September 19
Media placement: TVC - TV - Tennis Channel - August 29 2011
Media placement: VIDEO BANNERS - Tennis Channels Website - August 29 2011
Campaign Description
General rules of the media used apply.
Effectiveness
Procter & Gamble came to us to launch the brand new Lacoste’s L12.12 male fragrance collection and reach a new target.
The difficulty was that this new target is not really motivated by the fragrance’s traditional top down way of communicating. They want to actively engage.
We went back to Lacoste’s DNA and identified that René Lacoste was more than a tennis player, he was also an engineer. René Lacoste innovative ideas helped transform the way people play forever.
The Big Idea became obvious and transformation was the key word.
- transform the essence of Lacoste in a fragrance
- transform the traditional fragrance market approach
- allow everyone to engage with the brand, play with its code and create their own transformation of their life
We created a dedicated digital plate-form, connected to the Lacoste Facebook fan page. Fans were invited to join La Machine L12.12 dedicated website to create their own playful transformation.
Once all data is collected, dedicated software mixes it up and makes a unique personal 20-second movie of the transformation of your life.
Then you, and your Facebook friends, were invited to watch live it on LaMachine.
15m long, 8.5m high, 2 ton LaMachine L12.12 was specifically designed to resemble the crocodile tail and skin and it's 64 hexagon-shaped screen displayed 24/7 all the fans 20-second transformation films during 10 days in Grand central Terminal NYC.
On top of that you could watch 24/7 the transformation 20-second movie live
- on the web, thanks to 3 webcams,
- on Lacoste Facebook fan page,
- on each participant Facebook page,
- on the dedicated Lacoste L12.12 web site
- and on all other digital plate-form you had decided to share and broadcast it.
Implementation
Lacoste fans were informed via the Lacoste Facebook fan page and 3 teasers were issued online.
In addition, a specific TVC tag announcing the machine’s arrival was aired on the Tennis Channel during the US Open.
A Facebook competition was also launched to win a trip to NY to see LaMachine live and also to secure slots to create one’s experience before the reveal event.
Outcome
- 35,000 personal user videos generated
- About 7.5m live watchers in Grand Central terminal NYC
- 7m Facebook fans reached
- Eau de Lacoste L.12.12 new collection entered at launch in the top 5 best-selling fragrances in the US
- + 5.3% share of market in value in the UK
- + 4.5% share of market in value in Germany
- + 4.1% share of market in value in France.