DM THE SMS by Y&R Paris

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market France
Agency Y&R Paris
Art Director Julien Vallon - Louis Greskowiak
Copywriter Yohann Ancele - Montassar Chlaika
Account Supervisor Etienne Apaire
Released November 2009

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: MILDT
Agency: Y&R PARIS
Date of First Appearance: Nov 27 2009 12:00AM
Entrant Company: Y&R PARIS, Boulogne-Billancourt, FRANCE
Art Director: Julien Vallon (Y&R Paris)
Copywriter: Montassar Chlaïka (Y&R Paris)
Advertiser's Supervisor: Geraldine Hincelin (Y&R Paris)
Account Supervisor: Etienne Apaire (Mildt)
Creative Directors: Les Six (Y&R Paris)
Development & Broadcasting: / (Kassius)

Describe the brief/objective of the direct campaign.
Young people today perceive alcohol in a way that encourages them to consume excessively. In order to modify this perception and to prevent “widespread alcohol abuse”, the French government has enacted a new law forbidding the sale of alcohol to minors. The agency was asked to conceive a communication campaign closely attuned to the target that aims to modify their perception of alcohol and to inform them of the new law’s details. Our objectives: -Avoid a condescending discourse emanating from the government that would distance young people from the message -Avoid “traditional” communication codes in form and content in order to reach this over-solicited target -Include access to the MILDT’s web platform

Explain why the creative execution was relevant to the product or service.
Today, TV and the press are often ignored by young people in favour of other media like their cellphones. It is their privileged, daily partner. For all these reasons, and in order to touch each young person efficiently and personally, we have decided to transmit MILDT’s message via SMS. The originality of this campaign comes from the fact that the SMS received by young people emanates from their own phones. The phone becomes an important piece of the puzzle. It can thus express itself and guide each young person in a direct and personal way while employing a bit of humour.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In order to really touch young people, we asked ourselves what would make them pay attention? What never leaves them? Their cellphones. From this observation, we had the idea to personify this very “intimate” object, to make it a messenger that speaks, for the first time via SMS, expressing its disagreement with potential excessive alcohol consumption of its owner. We have thus imagined 5 messages that are sent from none other than…their telephones. The messages consist of discrete warnings about the dangers related to alcohol abuse in order to provoke reflection. 10 minutes later, a second SMS is sent: this message, signed by the MILDT, reminds the recipient of the new law while encouraging them to visit the MILDT website.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During the operation, the MILDT noticed a 43% increase in visits to their website which helped augment knowledge and consciousness of the dangers related to alcohol among minors. In addition, this operation received wide media coverage in the press and on the Internet which broadened its reach and increased its effectiveness.