Category: Corporate Image & Information
Advertiser: LA CHOSE
Product/Service: LA CHOSE
Agency: LA CHOSE
Founder In Charge Of Creation: Pascal Gregoire (La Chose)
Public Relations Manager: Barka Zerouali (La Chose)
Art Director: Aurélie Breton (La Chose)
Copywriter: Joseph Dubruque (La Chose)
Digital Manager: Philippe Pereira (La Chose)
Motion Designer: Alexandre Fort (La Chose)
TV Producer: Maeva Caron (La Chose)
TV Producer: Nicolas Buisset (La Chose)
Account Executive: Marie-Victoire Nivet (La Chose)
Media placement: Web Film - Internet - 20 December 2011
Media placement: Website - Internet - 20 December 2011
Describe the objective of the promotion.
It is common knowledge that relationships between advertising agencies and their clients are anything but a smoothly flowing river. Sometimes, it leads to misunderstandings that could easily be avoided just by one simple action: stepping into each other’s shoes. So we took benefit of this insight to create an operation that costs nothing and creates visibility for both clients and La Chose.
Describe how the promotion developed from concept to implementation.
At La Chose, we decided to take up the challenge by reversing the roles for 2 weeks. La Chose became the client, its clients became the agencies. The brief was to design the 2012 greeting card of La Chose. Clients were invited to turn their Facebook fans into a creative team, make them work on the brief, and as creative directors, select the most creative work produced and present it to La Chose.
Explain why the method of promotion was most relevant to the product or service.
We wanted to demonstrate our ability to listen to our clients, by stepping into their shoes for 2 weeks. Last but not least, by activating the Facebook fans of the brands, we ensured a large visibility and awareness for our brands, without any media investment.
Describe the success of the promotion with both client and consumer including some quantifiable results.
In less than 2 weeks, a hundred of greeting cards were created, which is a lot considering that we have spent no money on media. We have activated thousands of our brands’ fans, creating visibility for both clients and agency on Twitter, blogs and Facebook. And last but not least, during the 2 weeks, the number of Facebook fans of La Chose raised by 20%. Finally a good way to put clients and agency in the same shoes.