Category: Best Use of Branded Content
Agency: PUBLICIS CONSEIL
Date of First Appearance: Mar 1 2011
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Chief Creative Officer: Olivier Altmann (Publicis Conseil)
Copywriter: Alexandre Hildebrand (Publicis Conseil)
Art Director: Martin Darfeuille (Publicis Conseil)
Account Supervisor: Edouard Pacreau (Publicis Conseil)
Account Managers: C. Roy-Thermes/T. Repelin/C. De Oliveira/C. Zaragoza/R.Garnier (Publicis Conseil)
Advertiser's Supervisors: S.Norman/B.Travade, V.Lasnier/B.Affre (Renault)
Strategic Planner: Sophie Benkemoun (Publicis Conseil)
TV Producers: P. Marcus/A.Boucher/C.Serrano (WAM)
Director: Glue Society
Director of Photography: Alex Barber
Production Company: Wanda Productions
Producers: Jerome Denis/Claire Barnier
Media placement: TV Campaign - France, Germany, Spain, Austria, Portugal, Slovenia - 1 March 2011
Media placement: Print - Slovenia - Middle Of April 2011
Insights, Strategy & the Idea
In 2011, Renault asked us to promote its Renault Bose Edition: a limited range of cars equipped with tailor-made sound system.
The client expected a classical 20 second TV commercial but we came up with an alternative idea and media plan, more appealing to the target.
A REAL FAKE CLIP.
Instead of making a commercial for a car, we made a clip promoting a singer with a car ad hidden inside.
Results and Effectiveness
We broadcast on music TV channels (MTV, Mezzo, MCM...) as if it was a real clip.
The Promo / PR Ad titled MELODY GARDOT was done by Publicis Conseil advertising agency for product: Bose Sound Systems (brand: Renault) in France. It was released in the Mar 2011.