Ricore DM YOU'VE GOT A TICKET by Publicis Conseil Paris

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market France
Agency Publicis Conseil Paris
Creative Director Veronique Sels
Art Director Quentin Schweitzer
Copywriter Daniel Chandler
Producer Sandra Bourigan
Account Supervisor Celine Colin
Released March 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: NESTLÉ
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Chief Creative Officer Publicis Conseil: Olivier Altmann (Publicis Conseil)
Creative Director: Veronique Sels (Publicis Conseil)
Copywriter: Daniel Chandler (Publicis Conseil)
Art Director: Quentin Schweitzer (Publicis Conseil)
Account Supervisor: Celine Colin (Publicis Conseil)
Producer: Sandra Bourigan (Publicis Conseil)
Media placement: Street Marketing - Paris, France - Area: Le Marais - 15 To 20 Mars 2010

Describe the brief/objective of the direct campaign.
70% of people hate getting up in the morning. The brief objective was to convince them that with Ricore (the perfect blend of coffee, chicory and magnesium) they can become a morning person. How? - By proving them the brand understands their difficulty to be in a nice mood in the morning. - By offering them a positive and totally unexpected experience.

Explain why the creative execution was relevant to the product or service.
Directly connected with people’s day-to-day preoccupations, the campaign completely refreshed the brand’s 'old fashioned' image. Running on Ricore’s websites and blogs, a film showing the 'You’ve got a ticket' brand-to-one action, generated a lot of interesting comments, from all sides.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In Paris’ bustling Marais quarter, one of the city’s most difficult places to park, after 9 am you’re likely to get a ticket. At 9 a.m. sharp, during the campaign, Ricore girls did a lap of the streets in the area, identifying the cars of drivers that didn’t made it out of bed on time to save them a ticket. The idea: Ricore pays the first hour of parking to late-risers. So, rather than starting the day with a frown and a parking ticket, they started it with a smile and an invitation to discover Ricore.

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.
The campaign achieved 64% spontaneous notoriety, 47% likeability and 38% purchasing intention, in a quantitative test carried out by Egerie Research marketing.