Olympique de Marseille (OM) Digital, Case study #Contrôledelapoitrine by McCann Paris

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Industry Against Cancer, Human Rights
Media Digital, Interactive & Mobile, Case study
Market France
Agency McCann Paris
Chief Creative Officer Bruno Tallent
Executive Creative Director Riccardo Fregoso, Julien Chiapolini
Creative Director Sébastien Boutebel, Guy Lewis
Art Director Lauren Haberfield, Jimmy Charles
Copywriter Clément Le Bars
Producer Matthieu Tombarelle
Released January 2017


Eurobest Awards 2017
Promo & Activation Co-creation & User Generated Content Gold Eurobest
Promo & Activation Corporate Social Responsibility Gold Eurobest
Glass: The Award For Change - Glass Award

Credits & Description

Client: Om
Product (Service): Contrôle De La Poitrine
Agency: McCann Paris
Chief Executive Officer: Bruno Tallent (Mccann Paris)
Executive Creative Director: Riccardo Fregoso
Executive Creative Director: Julien Chiapolini
Creative Director: Sébastien Boutebel
Creative Director: Guy Lewis
Art Director: Lauren Haberfield
Art Director: Jimmy Charles
Copywriter: Clément Le Bars
Account Director: Bruno Bes- Pianet
Strategy Director: Erik Bertin
Strategist: Gwennaelle Mirol
Head Of Social: Pierre-Jean Bernard
Community Manager: Henry Roux-Dessarps
Social Analyst: Clément Martin
Integrated Producer: Arnaud Lemens
Producer: Matthieu Tombarelle
Motion Designer: Valentin Audubon

PR Agency: Weber Shandwick Paris
Client: Olympique de Marseille SASP
Marketing Director: Jean-François Richard
PR Manager/ Executive Director: Lucie Venet
The Campaign
In French a breast exam has the same name as a chest trap: ‘Contrôle de la Poitrine’.
The Olympique de Marseille used the love for football to create a nation wide movement in France asking people to do their own ‘contrôle de la poitrine’ on the field to get more women to do them in hospitals.
A simple and concrete action to get simple concrete results. The idea was to get as many people as possible to film themselves doing the football move ‘contrôle de la poitrine’ and share it on their social networks so that the message would spread and more women would get tested.
Campaign Success
It all started during the first week of Breast Cancer Awareness Month, when videos of people performing the football move "contrôle de la poitrine" appeared on Facebook, Twitter and Instagram.
Five days later the Olympique de Marseille’s female football team posted their own "contrôle de la poitrine”, officially launching the campaign and inviting everyone to share a video of them performing the move.
Members of the football community responded instantly, sharing videos across all social media platforms. The movement spread quickly with people challenging, nominating and dedicating in their posts.
Meanwhile we sent branded balls to the press and influencers, who not only promoted our message but shared their own "contrôle de la poitrine”.
With help of this user generated content and the buzz that surrounded it, the movement spread to all of France which resulted in more women getting breast exams in hospitals.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign received massive support and involvement from people not only from the football world but from all different sectors.
Thousands of people created their own Contrôle de la Poitrine videos sharing them to Facebook, Instagram, Twitter and Snapchat and encouraged their friends and followers to do the same.
The campaign was carried by journalists, influencers, football stars, politicians, popstars and the general public, with both men and women coming together for the cause.
National press outlets including L'équipe, So Foot, Grazia, Le Figaro, France TV, Konbini and Le Parisien put the campaign and it's message at the heart of conversations all over France.
In only 3 weeks with absolutely no media spend we obtained a reach of over 90 000 000, over 6000 social media mentions, breast exams in Marseille increased by 17% and #controledelapoitrine was the leading hashtag on womens health forums.
Explain why the method of promotion was most relevant to the product or service
We improved the Olympique de Marseille's image by associating them with the transformation of a "women's health" issue into a societal issue.
Our goal was to provoke an interactive user driven movement that would achieve the highest breast cancer testing rates in France by using the visibility of the football world to get everyone involved.
We used the incredibly interactive Olympique de Marseille community of over 4 million fans to create a social movement that was about more than just awareness but about getting people to act. Providing women with concrete medical solutions and information.
Our starting point was the clear lack of preventative breast exams in France and particularly in Marseille. In France, only 50.7% of women did a medical breast cancer exam last year. In Marseille, that number drops to just 35.1%. We needed to make this more than just a "women's issue".
We needed to break through in a compelling manner. Football trancends all barriers, gender, classe, race, social and religious. This is particularly true in Marseille where their football team is loved and regarded as a local treasure. The best way to get the message about preventing breast cancer accross was to use their club that they hold in high regard to deliver the message.
Our goal was to communicate to fans of the Olympique de Marseille who would start a playful viral movement leading to concrete results in breast cancer prevention not only in Marseille but in all of France.