Yves Rocher: BENEFITS

Credits & Description:

Category: Best Use of Television

Advertiser: YVES ROCHER

Product/Service: BEAUTY PRODUCTS

Agency: M&C SAATCHI.GAD

Date of First Appearance: Mar 8 2009 12:00AM

Entrant Company: M&C SAATCHI.GAD, Paris, FRANCE

Entry URL: http://www.toutlefilm.com

Account Supervisor: Gilles Masson (M&C Saatchi.GAD)

Chief Creative Officer: Antoine Barthuel (M&C Saatchi.GAD)

Chief Creative Officer: Daniel Fohr (M&C Saatchi.GAD)

Art Director: Carole Charbonnier (M&C Saatchi.GAD)

Art Director: Patrick Samot (M&C Saatchi.GAD)

Copywriter: Gilles de Kerdrel (M&C Saatchi.GAD)

Account Manager: Thierry Taglioni (M&C Saatchi.GAD)

Director: Jonas Akerlund (Soixante Quinze)

Agency Producer: Virginie Maionchi (M&C Saatchi.GAD)

Producer: Annabelle Fournier (Soixante Quinze)

Media placement: TV Campaign - TF1 - 8 March 2009

Media placement: TV Campaign - M6 - 8 March 2009

Media placement: TV Campaign - Teva - 8 March 2009



Results and Effectiveness

After one month, 330,000 visits on the dedicated website.
After 4 months,
• More than 400,000 unique visits and 1,100,000 views per page
• Numerous press and blog clippings corresponding to over 2,000,000 contacts
• Elected best campaign by the web surfers in 2009 on stratégies.fr and more that 45 million views in 5 months.
A film that has 'touched' all women: modern film (78%), original (78%), which has shown that the brand evolves in keeping with its time (70%).
In May 09, Yves Rocher was elected by French people: First preferred mass-market firm, Second beloved brand by French women.



Creative Execution

Ignoring taboo, the brand subtly pictures sexuality as a universal beauty treatment. The strength of this stimulating film lies in its openly admitted realism, without preciousness nor voyeurism, and in its capacity to convey emotion, sensuality and sheer sensitivity.

In order to maximise the impact of the campaign despite a very tight budget, the agency decided to put Internet at the core of the strategy.

The film was launched online on a dedicated website www.toutlefilm.com and was only aired 6 times on TV in primetime on March 8th, celebrating Women’s Day.

The digital traffic and the visibility were ensured by :
• Viral & CRM (diffusion through social networks and a newsletter sent to the customer database)
• PR and e-PR (meetings with influencial bloggers in presence of sexologist and writer Marie-Hélène Colson, mail sent to a hundred blogs and e-journalists)



Insights, Strategy & the Idea

In 2009, because of the crisis the media budget was dramatically downsized.
Thus the only alternative was : freeze or move forward. Yves Rocher and the agency decided to move forward using a 'share of mind vs share of voice' approach with a striking campaign able to generate buzz around the brand..
The campaign’s theme straightforwardly evokes men/women relationships through sexuality.

Very large target : all women with a focus on the influencers (bloggers, journalists…)

We needed to have a theme that was :
- Universal : relevant for women aged 20 to 70
- Topical : symptomatic of women’s evolution in society
- Original : a rarely-seen way of dealing with the subject