PLAN Case study ERASABLE BILLBOARD by CLM BBDO Paris

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ERASABLE BILLBOARD

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Industry Charities, Foundations, Volunteers
Media Case study
Market France
Agency CLM BBDO Paris
Released March 2013

Awards

Eurobest 2013
Media CHARITIES, PUBLIC HEALTH & SAFETY & PUBLIC AWARENESS MESSAGES Gold

Credits & Description

Client PLAN FRANCE
Product INTERNATIONAL GIRLS DAY
Entrant CLM BBDO Boulogne-Billancourt, FRANCE
Type of Entry Product & Service
Category CHARITIES, PUBLIC HEALTH & SAFETY & PUBLIC AWARENESS MESSAGES
Title ERASABLE BILLBOARD
Product/Service INTERNATIONAL GIRLS DAY
Entrant Company CLM BBDO Boulogne-Billancourt, FRANCE
Advertising Agency CLM BBDO Boulogne-Billancourt, FRANCE
Matthieu Elkaim CLM BBDO Executive Creative Director
Benjamin Marchal CLM BBDO Executive Creative Director
Olivier Lefebvre Clm Bbdo Executive Creative Director
Laurent Laporte Clm Bbdo Copywriter
Victor Mutel Clm Bbdo Artistic Director
Thomas Laurent Clm Bbdo Production
Laura Autier CLM BBDO Strategic Planner
Milk Milk Production House
M.florian X Illustrator
Janvier Janvier Retoucher
Julien Lemoine CLM BBDO Managing Director
Marie Lautier CLM BBDO Account Director
Meigge Sauvaget CLM BBDO Account Executive
Pierre Deshayes CLM BBDO Case Study Editor
Results And Effectiveness:
All day long, people came, erased the billboard and participated to reveal the second fresco. Thus, we collected 48 787€ of donation during the event and individual sponsors increased by 50%. More than 50 institutional representatives participated to the event. In addition of all the bystanders present at the Hotel de Ville and Sony Center in Berlin, we reached 300 000€ of earned media.
Creative Execution:
The creative idea is to symbolically involve people in the girls cause and show them that a simple gift can make the difference. In order to achieve this goal, we set up the Erasable Billboard at the Hotel de Ville in Paris and at the Sony Center in Berlin. The Erasable Billboard is a giant fresco showing young girls working in a factory that can be erased to reveal a second fresco showing these young girls at school. The size and the emotional strength of the illustration attracted the bystanders, and we offered them the chance to donate in exchange for an eraser so that they can erase the first illustration. The outstanding and never-seen-before structure helped us to have the presence of hundreds of journalist who spoke about our event to both public and institutional audience.
Insights, Strategy And The Idea:
The charity PLAN is an international children's development organization. They have a program dedicated to the girls and launched the first International Day of the Girls on the 11th October 2012. With a low awareness in France, the organization needed to emerge in an overcrowded media context and collect donations to enable the girls of developing countries to have access to a quality education. The objective was therefore to raise awareness among the general public and create interest towards media with both public and institutional audience. The target audience is women between 25 and 49 years old, they represent a sensitive audience, they are willing to help but have the feeling that they can't change the situation. We needed to attract them, engage them and make them participate to demonstrate their action can really change the future of millions of girls. The second target was the media who can reach both a public and institutional audience.