| One Show 2017 | ||
|---|---|---|
| Mobile | Mobile Advertising | Merit |
| Direct Marketing | Innovation In Direct | Bronze |
| Direct Marketing | Digital: Social Media & Viral Marketing | Bronze |
| Public Relations | Community Building | Silver |
| Social Media | Social Engagement: Community Building | Merit |
| Social Media | Craft: Use Of Visuals | Merit |
| D&AD 2017 | ||
| Direct | Direct Response/Digital | Graphite Pencil |
| Epica Awards 2017 | ||
| Digital | Mobile Social Networks | Grand Prix |
| Digital | Mobile Social Networks | Gold |
| Direct Marketing | Consumer Direct | Bronze |
| Digital | Online Campaigns – Public Interest | Silver |
| Media Usage | Media Innovation - Traditional Media | Bronze |
| Golden Awards of Montreux 2017 | ||
| Creative Use Of Media | Best Use Of Social Media | Gold Medal |
| New York Festivals 2017 | ||
| Best Use Of Media | Direct & Collateral: Social Media & Viral Marketing | Second Prize Award |
| Public Service Announcements / Communications | Digital / Interactive - Websites & Social Media: Civic & Social Education | First Prize Award |
| Public Service Announcements / Communications | Activation & Engagement: Civic & Social Education | Third Prize Award |
| Activation & Engagement | Use Of Activation & Engagement: Social Media | Second Prize Award |
| The ADC Annual Awards 2017 | ||
| Digital | Digital Experiences: Guerrilla / Stunts - Single | Bronze Cube |
| Digital | Craft in Digital / Content Strategy - Single | Gold Cube |
| Clio Awards 2017 | ||
| Public Relations | Public Service: Cause Related | Bronze |
| Direct | Public Service: Social Media | Bronze |
| Social Media | Public Service: Single Platform Campaign | Bronze |
| Kinsale Shark Awards 2017 | ||
| Print / Outdoor / Ambient / Digital | International Digital: Social Media | Silver |
| Cresta Awards 2017 | ||
| Promotions & Incentives | Buzz Marketing: Promotions & Incentives | Gold Winners |
| Cannes Lions 2017 | ||
| Cyber | Social: Social Purpose | Silver Lion |
| Mobile | Social: Social Purpose | Bronze Lion |
| Mobile | Social : Social Trends | Gold Lion |
| Cyber | Social: Innovative Use of Social or Community | Gold Lion |
| PR | Digital & Social: Social Community Building / Management | Gold Lion |
| Direct | Campaign: Low Budget / High Impact Campaign | Bronze Lion |
| Promo And Activation | Campaign: Low Budget / High Impact Campaign | Silver Lion |
| Direct | Digital & Social: Use of Social Platforms | Silver Lion |
| Promo And Activation | Digital & Social: Use of Social Platforms | Gold Lion |
| PR | Sectors: Charities & Non-profit | Bronze Lion |
| Promo And Activation | Sectors: Charities & Non-profit | Gold Lion |
| Media | Sectors: Charities & Non-profit | Silver Lion |
| PR | Practices & Specialisms: Content-led Engagement & Marketing | Silver Lion |
| Cyber | Web Campaign: Charities & Non-profit | Silver Lion |
| Mobile | Social : Content for User Engagement | Silver Lion |
| Mobile | Social : Targeted Communication | Bronze Lion |
| Promo And Activation | Digital & Social: Use of Mobile | Bronze Lion |
| Media | Excellence in Media: Excellence in Media Insights & Strategy | Silver Lion |
| Eurobest Awards 2017 | ||
| Direct | Use Of Social Platforms | Bronze Eurobest |
| Promo & Activation | Use Of Social Platforms | Silver Eurobest |
| Direct | Use Of Mobile | Bronze Eurobest |
| Promo & Activation | Use Of Mobile | Bronze Eurobest |
| Interactive | Social Purpose | Bronze Eurobest |
| Interactive | Charities & Non-profit | Gold Eurobest |
| Promo & Activation | Charities & Non-profit | Gold Eurobest |
| Media | Charities & Non-profit | Gold Eurobest |
| Media | Excellence In Media Insights & Strategy | Gold Eurobest |
| Mobile | Social For Mobile | Silver Eurobest |
| PR | Social Community Building / Management | Gold Eurobest |
| PR | Innovative Use Of Social Media | Bronze Eurobest |
| Cristal Festival 2017 | ||
| Digital | NGO / Charity / General Interest | Gold |
| Mobius Awards 2017 | ||
| Digital - Mobile | Charitable / Non-Profit Organizations | BEST OF SHOW NOMINEE |
| Digital - Mobile | Charitable / Non-Profit Organizations | Mobius |
| Social Media Marketing | Charitable / Non-Profit Organizations | BEST OF SHOW NOMINEE |
| Social Media Marketing | Charitable / Non-Profit Organizations | Mobius |
| Effie France 2017 | ||
| Ong | - | Or |
Title: Like My Addiction
Agency: Betc
Brand: Addictaide
Country: France
Entrant Company: Betc, Paris
Advertising Agency: Betc, Paris
Production Company: Gum, Paris / Francine Framboise, Paris
Chief Creative Officer: Stéphane Xiberras (Betc)
Brand Manager: Amine Benyamina (Addictaide)
Brand Manager: Michel Reynaud (Addictaide)
Agency Management: Catherine Emprin (Betc)
Agency Management: Isabelle Picot (Betc)
Art Director: Rayhaan Khodabux (Betc)
Copywriter: Rémi Campet (Betc)
Traffic Manager: Marie-Caroline Pupin (Betc)
Tv Producer: Christine Lefers (Betc)
Director: Pierre Edouard Joubert (/)
Head Of Activation Strategy: Julien Lévêque (Betc)
Executive Producer: Stéphanie Huguenin (Francine Framboise)
Synopsis:
It is estimated that in France addictions account for one in five deaths and one out of every two delinquent acts, mainly among young people. It’s easy to miss the alcoholism of someone close.Our proximity prevents us from spotting the early signs of addiction.Addict Aide, an organisation specialised in alcohol addiction,wanted to highlight this difficulty.
Campaign Description:
Through an Instagram profile created specifically, followers were introduced to Louise Delage during 6 weeks: a 25-year-old Parisian, who seems to enjoy life to the fullest. From an after work between colleagues, to holidays in Brittany, Saint Tropez, or Berlin, each her 150 photos shows the presence of alcohol in a more or less discreet way.
Execution:
An implementation cantered on Instagram and in particular the profile of Louise https://www.instagram.com/loui... 150 photos posted in 2 months. The reveal video was multiposted on Instagram, Youtube and Facebook, in French and English. Diffusion of the video reveal in more than 150 countries.
Outcome:
Media Investment: 0€Earned media: 9 800 000€Impressions: 1 billionTraffic on addictaide.fr: Multiplied by 5Number of articles France: 122 International: 191 Instagram Followers: +110 000Likes Instagram: +150 000
Strategy:
A campaign built and thought around growth hacking techniques with no media buying but the appropriate knowledge of the mechanisms that govern Instagram. To build a solid and massive community around Louise we imagined a native craft of Instagram and habits of users of the platform. The idea was deployed around a strategy acquisition of 4 pillars. A content strategy that led us to post 2 to 3 photos per day. A strategy of hashtags used to find the most popular expressions around the topic of interest at the time they were posted, a Bot to like and automatically follow the public likely to be a relay of opinion at the time of the reveal. To conclude, we carefully selected a dozen influencers to talk about the profile during the summer.