FontShop Digital, Case study Font me I'm Famous by Proximity Paris

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Font me I'm Famous

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Industry Online Retail & E-stores
Media Digital, Interactive & Mobile, Case study
Market France
Agency Proximity Paris
Executive Creative Director Valerie Levy-Harrar
Art Director Eric Perrin
Copywriter Grégory Tormo
Released April 2012

Awards

Cristal Awards 2012
Media Cristal BEST USE OF ADDRESSED ² UNADDRESSED MAILING EMERALD (BRONZE)
Consumer Marketing Cristal BEST USE OF DIRECT MARKETING EMERALD (BRONZE)

Credits & Description

Advertiser: FONTSHOP
Agency: PROXIMITY BBDO
Category: Business Products & Services
Advertising campaign: FONT ME I'M FAMOUS
Developer: Arvind Doobary (Proximity BBDO)
Software Test Manager/Software Project Manager: Avinash Boodhoo (Proximity BBDO)
Software Test Manager/Software Project Manager: Avinash Gopal (Proximity BBDO)
Deputy Technical Manager: Benoit Quette (Proximity BBDO)
Account Director: Caroline Lacaille (Proximity BBDO)
Creative Development Manager: Guillaume Rancurel (Proximity BBDO)
Advertiser's Supervisor: Mimi Rosenheim (Fontshop)
Planner: Nicolas Orsoni Durand (Proximity BBDO)
Deputy Technical Director: Imteeaz Rajabalee (Proximity BBDO)
Digital Art Director: Stephane Faure (Proximity BBDO)
Network/System Engineer/Software Test Engineer: Arun Busgeet (Proximity BBDO)
Sound Creation: Aymeric Lepage (Proximity BBDO)
Developer: Damien Moreau (Proximity BBDO)
Communication: Emmanuelle Aquino (Proximity BBDO)
Copywriter: Gregory Tormo (Proximity BBDO)
Chief Executive Officer: Olivier Rippe (Proximity BBDO)
Project Manager: Coralie Koen (Proximity BBDO)
Developer: Edouard Pierre (Proximity BBDO)
Art Director: Eric Perrin (Proximity BBDO)
Motion Designer: Jeremy Delhuvenne (Proximity BBDO)
Network/System Engineer/Software Test Engineer: Noubaina Jumun (Proximity BBDO)
Executive Creative Director: Valerie Levy Harrar (Proximity BBDO)

Outcome
During the campaign period, traffic from France on Fontshop.com went up 16% and transactions from France went up 37%. The campaign was mentioned in the most influential advertising press and blogs, and the mini-site received visitors from 145 countries! All this with only €20,000 of media investment

Execution
We gave them what they like best: the opportunity to be imaginative and to have fun! We started by addressing 57 tailor-made posters to the first amongst them: Creative Directors (27 in France and 30 in the rest of the world), inviting them to create their own poster on the mini-site. We then opened the challenge to everyone.

Client Brief Or Objective
FontShop is the first digital font retailer in history. Like most font stores, its design is strict and impersonal.However, the people using it in France are mostly creative people. How can we make French creatives prefer FontShop?

Implementation
To convince the creatives, we chose the most effective ambassadors: creatives themselves!