Proximity Bbdo Paris DM LIKEBOX by Proximity Paris

LIKEBOX

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market France
Agency Proximity Paris
Creative Director Valerie Lev
Producer Yann Henric
Released January 2011

Awards

Caples Awards 2011
Other Media Agency self promotion Finalist

Credits & Description

Category: Corporate Image & Information
Advertiser: PROXIMITY BBDO
Product/Service: SELF PROMOTION
Agency: PROXIMITY BBDO
Date of First Appearance: Jan 15 2011
Entrant Company: PROXIMITY BBDO, Boulogne-Billancourt, FRANCE
Entry URL: http://www.youtube.com/watch?v=rJbXvFKg_HE&playnext=1&list=PL90D338C7BF854035
President: Oliver Rippe (Proximity BBDO)
Creative Director: Valerie Lev (Proximity BBDO)
Copywriter / Director: Nicolas Demmersman (Proximity BBDO)
Artistic Director / Derocation Chief: Arnaud Guidi (Proximity BBDO)
Artistic Director / Casting Chief: Julien Frangnic (Proximity BBDO)
Communication Manager / Project Manager: Virginie Gorse (Proximity BBDO)
Communications: Emmanuelle Aquino (Proximity BBDO)
Productiopn Coordinator: Francine Jiminiga (Proximity BBDO)
Motion Designer: Steve Morel (Proximity BBDO)
Sound Designer: Aymeric Lepage (Proximity BBDO)
Project Manager: Sophie Tripier (Proximity BBDO)
Producer: Yann Henric
Assistant Director: Estelle Chauvin
Stage Manager: Teva François
Director of Photography: Stéphane Mauger
Assistant Director of Photography / Setter: Brian Camusat
Sound Engineer: Julien Cresson
Sound Engineer: Sébastien Viguier
: Patrick Kronovsek (E-Graphics)
: Annick Thiboumery (E-Graphics)
Media placement: Mailing With A Usb Key, Facebook Stickers, Twitter Post-It, Foursquare Mayor Stickers & Door Hanger - By Post - January 2011
Media placement: A Video - Youtube & Facebook - January 2011
Describe the brief/objective of the direct campaign.
The challenge was how to transform the nightmare brief of the year into a powerful and fun campaign for the agency.
No time, no budget, no media plan and essentially no brief… for the most part greetings cards are a form of punishment feared by all designers!
Every agency, every client, every service provider has to undergo this stylistic exercise in which there is no obvious way of standing out from the crowd.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The LIKE BOX, discover a ‘real life’ social media experience.
The Likebox:
A mailing to live in a real-life social media.
The box contains:
- A USB key to drive the user to the online video
- Facebook stickers
- Twitter post-it
- Foursquare mayor stickers
- Foursquare door hanger
The video:
A video to explain social media to our clients.
3 steps : Facebook, Twitter and Foursquare
Explain why the creative execution was relevant to the product or service.
Explain in a simple and off-beat way what social networks are all about:
Proclaiming ‘With the agency, you’re sure to like 2.011’, we are sending all our clients a ‘box’ containing Twitter post-it notes, Foursquare and Facebook stickers and ‘ I like' USB drive in the shape of an thumb with links to a video buzz campaign.
(Video entirely shot using staff from our agency).
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.
Likebox sent to 712 clients in more than 10 countries.
> 39% opening rate
> 6 837 like on the fan page
> 42 599 views in 1month
On web for 0€ media invested
- 1 113 tweets an #1trending topic
- 99 980 Google results
- 42 articles Blog & press
Clients like it and request « social media » workshops around 1million€ growth margin in the 2 months after the launching.
And everyone else like it with 30% increase in job applications
Do you like ?