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Industry Energy & Water Utilities
Media Direct marketing
Market France
Agency Buzzman
Creative Director Georges Mohammed Cherif
Art Director Julien Simons
Released June 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: GDF SUEZ
Date of First Appearance: Jun 22 2009 12:00AM
Entrant Company: BUZZMAN, Paris, FRANCE
Entry URL:
Chief Executive Officer and Creative Director: Georges MOHAMMED-CHERIF (BUZZMAN)
Art Director: Julien SIMONS (BUZZMAN)
Copywritter: Anthony CLOUET (BUZZMAN)
Project Manager: Yasmina ABDELILAH-BAUER (BUZZMAN)
Production Manager: Cléo FERENZCI (BUZZMAN)
Art Director: Jean Charles De Castelbajac (JCDC)
Digital Director: Marc Guillaumin (Wearanonymous)
Media placement: web - - 22/06/2009

Describe the brief/objective of the direct campaign.
GDF DolceVita is the largest Gaz provider in France. To reduce its paper consumption, the company launched its digital billing programme in 2008. Our objective was to boost subscriptions and convince at least 30 000 more existing customers in one month to subscribe, and to create a general buzz towards new customers about this programme.

Explain why the creative execution was relevant to the product or service.
The strength of the creative is to give the opportunity to users to subscribe easily online to a programm in an poetic atmosphere, and see physically the impact of their choice through the symbol of the tree growing in Paris. It avoids the brand, a Gaz provider to speak in a traditional, not sexy way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Demonstrate advantages of this programme and make it easy for people to subscribe. With the participation of french designer Jean-Charles de Caltelbajac, we offered people to grow a tree outdoor and online at the same time. The particularity of this tree is that it's gaining new leaves depending on new subcriptions to the programme online.

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.
After 1 month, : - 60 000 subscribers to the programme, i.e twice as much as GDF DolceVita hit in one year - Finally, Noa's Tree was sold on auction sale and profits were given to UNICEF. - After one year, i.e. june 2010, while you will be judging the campaign, we reached more than 200 000 subscribers (