Google Case study SAME SEX MARRIAGE by Ogilvy Paris

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SAME SEX MARRIAGE

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Industry Search Engines
Media Case study
Market France
Agency Ogilvy Paris
Director Jonathan Millet
Creative Director Frederic Levron
Released May 2013

Awards

Cannes Lions 2013
PR Lions Sectors & Services; Technology and Manufacturing Gold
Direct Lions Product & Service; Public Health & Safety, Public Awareness Messages Bronze
Promo and Activation Lions Use of Promo & Activation; Best use of Social Media Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Product & Service
Category: Public Health & Safety, Public Awareness Messages
Advertiser: GOOGLE/TOUS UNIS POUR L'EGALITE
Product/Service: GOOGLE+
Agency: OGILVY FRANCE Paris, FRANCE
Chief Creative Officer: Chris Garbutt (Ogilvy France)
Creative Director: Frederic Levron (Ogilvy France)
Copywriters: Benjamin Dessagne/Stephane Santana (Ogilvy France)
Art Directors: Stephane Santana/Benjamin Dessagne (Ogilvy France)
Art Directors Assistants: Bruno Bicalho Carvalhaeso/Jeremy Bouchet/Robyn Makinson/Elise Richardson/Paul Br (Ogilvy France)
Advertiser's Supervisors: Kristell Schuber/Raphael Goumain (Google)
Association Supervisor: Vincent Viollain (Tous Unis Pour L'egalité)
Account Supervisors: Benoit De Fleurian/Myriam Nouicer (Ogilvy France)
Account Management: Myriam Nouicer/Sandra Petrus/Lucie Le Squerren/Lucie Gillot (Ogilvy France)
Strategic Planning: Marc-Antoine Jarry/Alexandra Mimoun (Ogilvy France)
TV Production: Laure Bayle/Diane De Breteville (Ogilvy France)
Director: Jonathan Millet ()
Producers: David Atrakchi/Boris Mendza/Gaël Cabouat (Full Dawa)
Executive Producer: Nicolas Marcellak (Full Dawa)
DOP/Cameraman/Second Cameraman: Charles-Hubert Morin/Tristant Bensaid ()
Sound Engineer: Mikael Kandelman/Jean Barthelemy/Cedric Moreau ()
Film Editor: Lola Norymberg ()
Web Design: Fabien Gavinet (Ogilvy France)
Web Development: Fabien Chasseigneux/Loïc Vinchon (Ogilvy France)
Describe the brief from the client
Our task was to demonstrate that Google +’s technologies can change people’s lives and help society progress.
We promoted Google +’s most iconic & differentiating feature, Google Hangout: a unique technology allowing 10 people to be on a video call simultaneously.
Our strategy was to put Google +’s hangout at the service of a greater cause - the most debated issue in France at the time: same-sex marriage.

Creative Execution

The creative demonstrated Google+’s uniqueness with an engaging and original product demo. The idea was born out of a product insight: Google+ Hangout allows people to be together without being physically in the same location.
Only Google+ could make the first same-sex social marriage happen with a couple in a country and a mayor in another (where same-sex marriage is legal). What was impossible in real life was made possible on Google +.
The story demonstrated that Google+ is a social network where communities get together to create extraordinary movements and make the world a better place.


Creative Solution to the Brief/Objective.

We partnered with the association "Tous Unis Pour l'Egalité" and created the first social same-sex marriage ever. We made it possible for French gay couples to get married via Hangout, with a Mayor from Belgium where same-sex marriage is law.
To show their support and ensure their voice are heard, the supporters of the law were asked to join to witness marriages on tousunispourlegalite.com.
More than a symbolic wedding, it was a citizen act for anyone who wanted to show his support to rights’ equality until the passage of the law.


Results

With zero media budget, we generated €400,000 in earned media & engaged millions of people with Google + and Hangout. We empowered French citizens to support their beliefs in marriage equality in a totally different format. We had huge coverage in the gay press like Tetu. Our story appeared on 5 TV news broadcasts including BFM and LCI, reaching 5.3 millions of viewers. It was told on radio stations like France Inter, listened by 3.7 million people. Hangout was introduced in the most engaging way, showing that technology can change people’s lives.