DOYOUCHAT.COM by Publicis Conseil Paris for NEITHER WHORES

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DOYOUCHAT.COM

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market France
Agency Publicis Conseil Paris
Art Director Nicolas Poillot - Philippe Boucheron
Copywriter Patrice Lucet
Released March 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: NEITHER WHORES NOR SUBMISSIVES
Product/Service: FEMINIST MOVEMENT
Agency: PUBLICIS CONSEIL
Agency: PUBLICIS NET
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Entry URL: http://www.doyouchat.com
Chief Creative Officer Publicis Conseil: Olivier Altmann (Publicis Conseil)
Creative Director & Project manager: Veronique Sels (Publicis Conseil)
Copywriter: Patrice Lucet (Publicis Conseil)
Art Director: Philippe Boucheron (Publicis Conseil)
Chief Executive Officer Publicis Net: Pascal Nessim - Sebastien Vacherot (Publicis Net)
General Manager: Mathieu Van Hieu (Publicis Net)
Head of Research & Development: Laurent Berthelot (Publicis Net)
General Manager: Jean-Patrick Chiquiar (Publicis Conseil)
Account Manager: Emmanuelle Henry (Publicis Conseil)
Film Director: Emmanuel Jespers (Bingo Family Productions)
President: Sihem Habchi (Ni putes ni soumises)
Public Relations Manager: Gabrielle Apfelbaum (Ni putes ni soumises)
Public Relations Managers: Cécile Ruf, Violaine Cadinot (Publicis Conseil / Publicis Net)
Media placement: Website Launch - Www.doyouchat.com - 15 March 2010
Media placement: Web Banners - Www.skyrock.fr / Skyblog - 21 March 2010
Media placement: Web Banners - Www.nrj.fr - 26 March 2010

Describe the brief/objective of the direct campaign.
Every 3 days in France, a woman dies of violence. For the first time, 'Ni Putes Ni Soumises', the French Feminist movement 'Neither whores nor submissives' made a stand against the violence done to women on the Internet, determined to use social networking sites as a platform for communication and awareness-raising. The association launched a viral experiment aimed at 18-25 year olds, for whom violence has become almost commonplace. But how could they be reached? By meeting them… on random web chat sites. So, we created www.doyouchat.com, a site playing with the idea of random video chats (based on the model of chatroulette). At least for a few moments....

Explain why the creative execution was relevant to the product or service.
Some brands already used the real chatroulette, but given their random nature, the odds of reaching a specific target were extremely low. The doyouchat site however, was able to reach a precise target. Its originality consisted in the fact that the user didn’t actually know he was using a “false” chatroulette. Thus, the user lived a unique experience as he was sure facing a terrible situation “for real”.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a video chat site to give them an interactive and engaging experience. Banners placed on their favourite blogs invite 15-25 year olds to discover www.doyouchat.com. The site works just like a real chatroulette. At least for a few moments... A good-looking young girl appears. She smiles, says hello. Then a man comes and starts beating her. When he leaves, a message appears: 'In this case, you can’t help her. But if it happens to your sister, your neighbour or a friend, there is something you can do.' followed by 'Ni putes ni soumises' phone number and web address. When clicked upon, the internet user enters the organisation’s site, can ask for help or leave a testimony.

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.
About a hundred blogs mentioned the campaign and a dozen major national media outlets commented it, approving or disapproving the concept. 'Ni putes ni soumises' President was invited to speak about the campaign on various television programmes as well as in the press. But most importantly, 'Ni putes ni soumises' received + 40% phone calls, welcomed + 45% visitors on their site, and hundreds of testimonies.