Monoprix: Case study

Credits & Description:

Brand MONOPRIX
ROSAPARK Paris, France Entrant Company
ROSAPARK Paris, France Idea Creation
STINK STUDIOS Paris, France Production
FIRM STUDIO Paris, France Production
SCHMOOZE Paris, France Production
BLUE 449 Paris, France Media Placement
Gilles Fichteberg ROSAPARK Co-Founder Chief Creative Officer
Jean-François Sacco ROSAPARK Co-founder Chief Creative Officer
Jean-Patrick Chiquiar ROSAPARK Co-Founder
Nazgol Athari Nejad ROSAPARK Art Director
Hélène Boudin ROSAPARK Copywriter
Traktor STINK FILMS Director
Sacha Lacroix ROSAPARK Managing Director
Thomas Laurent ROSAPARK TV Producer
Quentin Labat ROSAPARK Associate Director
Alexandre Ribichesu ROSAPARK Senior Strategic Planner
Sarah Herbain ROSAPARK Strategic Planner
Lucile Wissocq ROSAPARK Client Director
Fanny Desvignes ROSAPARK Account Manager
Quentin Barbaray ROSAPARK Account Manager
Charlotte Giraud ROSAPARK Account Manager
Jeanne Neuschwander ROSAPARK Head of Digital Strategies
Mélanie Colleou ROSAPARK PR Contact
Marine Garnier STINK FILMS Executive Producer
Nico Poulsson STINK FILMS Director of Photography
Guillaume Richard STINK FILMS Production Manager
Matthieu Sibony SCHMOOZE Sound Producer
Simon Davis n/a Music Composer
Toby Ridgway FIRM STUDIO Post-Producer
Yann Malcor FIRM STUDIO Editor
Florence Chaffiotte MONOPRIX Head of Marketing
Nicolas Gobert MONOPRIX Brand Director
Stéphanie Jallet MONOPRIX Head of Media, Social Media and Brand Content
Angeline Froger MONOPRIX Social Media Accountant
Marion Denonfoux MONOPRIX Head of PR and Communications
Pascal Crifo BLUE 449 Media
Published: April 12 2018
Synopsis
People like shopping at their local Monoprix. But there’s one thing they hate: carrying their groceries back home. And yet, most of them don’t use the shop’s delivery services. In order to promote them, we needed to find an insight that they could relate to: you can’t skip a bad song when you’re carrying groceries.
Strategy
Our main target was urbans between 20 and 45 years old.
To release the song to our customers and to French urbans in general, we had various challenges:
To raise awareness about Monoprix delivery services, coming at the very end of the film.
To create this surprise with a low media budget.
And we needed a song that would stick in people’s mind.
Choosing to push a 2.30 minute video on social media might be unusual, but we were convinced that the creation would be entertaining and the sort of thing people like to watch and share on social media.
To make sure people understood the whole message, we used a two-phase disposal, playing the full version on VOL, YouTube, Twitter and Facebook with the support of PR and influencers. And making a 15sec short edit only pushing the delivery services and retargeting people who had seen the full version.
Outcome
Toplines:
Overall, we registered 16M views of the video and 60K reactions in less than 2 weeks and only 250K media budget. We also generated more than 100 articles representing 450M PR impressions.
Also, 25K people listened to The Worst Song In The World on Spotify without any additional media push.
Detail:
On Monoprix’ Social Medias (Facebook & Twitter), the video was seen 7M times and generated 40K reactions, 100% positive.
A few highlights: Jean Moundir, humorist, 211K followers, pushed the video with the hashtag“#TheBestCommercialOfTheWorld”,Hugo Clément, Konbini journalist, 606K followers, said “If all the ads were this good, no one would ever skip them”
Camille Combal, Virgin Journalist, 1,75M followers, added “Monoprix has just KILLED the advertising GAME! Everyone else can stop now”.
Seeing how successful the video was, we decided to air it twice on TV… and it instantly became a trending topic on Twitter again.
Execution
We started to push the video on Monoprix’s social media with a first viewing on Twitter and the help of 100 micro-influencers. We also sent the song to music platforms (Deezer, Spotify, Itunes…). We created an Easter egg on Google Home, where the idea was simple: if you could sing the song, you’d get free delivery. We broadcast the video 3 times on TV, choosing the programmes very carefully, in particular Burger Quizz, an old TV show that just came back on French TV and that people have waited ages to see again. It’s all about jokes, celebrities and… fake TV commercials. At first people though it was fake and then discovered it was actually a real Monoprix commercial. They talked about it a lot on Twitter that evening and the days after.
Campaign Description
The film opens on a young woman walking down a street. She has headphones on, but we can hear what she’s listening to. And she’s listening to... the worst song in the world. Like in a music video, we cross-cut between the musicians in a studio and the woman, who’s clearly not enjoying the song The lyrics point out just how unbearable her situation is… until we finally discover why she doesn’t skip the track: she’s carrying two huge grocery bags.
Instead of making a traditional ad, we made a catchy, really annoying song, that people would remember and relate to.
We also faced a big challenge: finding the right contrast between the young woman’s universe and the band’s universe and creating a strong disparity: good taste vs bad taste. But it’s a fine line between bad taste and parody… and we needed to make our story believable.