Delipapier Digital, Case study EMMA [video] by Leo Burnett Paris

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EMMA [video]

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Industry Tissues & Towels
Media Digital, Interactive & Mobile, Case study
Market France
Agency Leo Burnett Paris
Director Mr. Bart Timmer
Executive Creative Director Xavier Beauregard
Art Director Jerome Gonfond Leo Burnett France
Copywriter Hadi Hassan Helou Leo Burnett France
Producer Jean-Luc Bergeson
Account Supervisor Régis Perrone
Released February 2013

Credits & Description

Advertiser: DELIPAPIER
Agency: LEO BURNETT FRANCE
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertising campaign: EMMA
Director: Bart Timmer (Henry De Czar)
D.O.P: Alex Lamarque (Henry De Czar)
Advertiser's Supervisor: Christophe Brosius (Delipapier)
Motion Design: David Bouque (Free Lance)
Producer: Jean-Luc Bergeson (Henry De Czar)
Advertiser's Supervisor: Matteo Antonielli (Delipapier)
Account Supervisor: Regis Perrone (Leo Burnett)
Post Production: Sebastien Gros (Digital District)
Executive Creative Director: Xavier Beauregard (Leo Burnett)
Account Manager: Anne-Laure Faugas (Leo Burnett)
Copywriter: Hadi Hassan-Helou (Leo Burnett)
Author/Composer: Valente Bertelli (The Publishing)
Agency Producer: Elisabeth Boitte (WAM)
Art Director: Jerome Gonfond (Leo Burnett)
Outcome
In 10 days and without having purchased any space, the film was :- viewed more than 25 million times.- liked, shared and commented, hundred of thousand times,- tweeted every three minutesand sales increased by 130%.Le Trèfle then became the iconic brand of paper lovers around the world.
Relevancy
The journalists then shared the video with their audience, with a claim "Paper has a great future."
Client Brief Or Objective
Promote the new Le Trèfle toilet paper, with extra paper.
Implementation
we reconsidered the new Le Trèfle as a product with extra paper, in a world where we use less and less paper.Today, digital is killing the paper industry. The war rages on between those who prone the all-digital, and the defenders of paper. And journalists are on the front line. So we sent them a box with a QR code, enabling them to watch "Emma", the new Le Trèfle TVC, which demonstrates that paper still has a great future.