Liberation Digital, Case study The Right Search [image] by J. Walter Thompson Paris

Adsarchive » Digital , Case study » Liberation » The Right Search [image]

The Right Search [image]

Pin to Collection
Add a note
Industry Newspapers, Online Press, Media & Information
Media Digital, Interactive & Mobile, Case study
Market France
Agency J. Walter Thompson Paris
Executive Creative Director Thomas Derouault
Art Director Paul-Emile Raymond
Copywriter Adrien Mancel
Released October 2016

Awards

Cannes Lions 2017
Cyber Social: Real-Time Response Silver Lion
Cyber Web Campaign: Corporate Social Responsibility Silver Lion

Credits & Description

Title: The Right Search
Agency: J. Walter Thompson Paris
Brand: Libération
Country: France
Entrant Company: J. Walter Thompson Paris
Advertising Agency: J. Walter Thompson Paris
Media Agency: J. Walter Thompson Paris / Ipg Mediabrands, Paris
Production Company: J. Walter Thompson Paris / Munso, Toulouse
Executive Creative Director: Thomas Derouault (J. Walter Thompson Paris)
Art Director: Paul-Emile Raymond (J. Walter Thompson Paris)
Copywriter: Adrien Mancel (J. Walter Thompson Paris)
Executive Managing Director: Florent Depoisier (J. Walter Thompson Paris)
Account Director: Dominique Rudloff (J. Walter Thompson Paris)
Tv Producer: Patricia Chemoul (J. Walter Thompson Paris)
Head Of Strategy: Virgile Brodziak (J. Walter Thompson Paris)
Strategic Planner: Nicolas Pochitaloff (J. Walter Thompson Paris)
Motion Designer: Florian Amoneau (J. Walter Thompson Paris)
Chief Executive Officer: Thomas Jamet (Ipg Mediabrands France)
Director Of Operations: Christophe Philippe (Ipg Mediabrands France)
Director Of Operations: Julien De Préval (Munso)
Executive Director And Producer: The Cabs (Wanda Paris)
Head Of Production: Raphael Fruchard (The)
Head Of Publishing: Johan Hufnagel (Libération)
Brand Director: Agathe Purtschet (Libération)
Copywriter Assistant: David Changsiri (J. Walter Thompson Paris)
Publisher: Laurent Joffrin (Libération)
Synopsis:
Libération is one of France’s biggest daily newspapers, it was the first to introduce a fact checking service in a newsroom.For the French presidential election, Libération asked us to provide a digital campaign to reclaim the importance of fact-checked-based journalism. The purpose being to counter the proliferation of fake news on Internet a few days before the French election, where the French had to choose between a liberal and a populist.
Outcome:
#CheckNews became the most trending term on French social media to signal lies and approximations.Liberation has decided to turn the Check News campaign into a permanent tool against fake news. 872 topics were covered and fact-checked by journalists at Libération, with an average of 2 hours and 30 minutes delivery.
Strategy:
When we want to check an information, we all tend to google the question, as we also tend to believe the algorithm can deliver the right answer. Considering the fact that one out of four links shared on social media during the presidential election is fake news, we have decided to help people distance themselves from fake news. We needed to reconcile them with true sources, reliable media and journalists. To make them realise that the quality of information is not about speed but checked facts. Checknews.fr the slowest search engine powered by journalists was born.
Execution:
We have decided to launch CheckNews.fr, when, as expected, fake news were published massively the days preceding the TV debate opposing M. Macron to Ms. Le Pen. The debate was followed by 14 Millions viewers and discussed online. We have hacked discussions around the debate targeting any French voter (47 million voters aged 18+ listed) and invited them to ask their questions on checknews.fr to check if the facts shared by candidates were fake or not. The campaign and website were launched on the 29th of April. The second round debate took place on the 3rd of May. Liberation promoted the operation via its social networks (Twitter and Facebook) and homepage through banners.
Campaign Description:
"The Right Search” is a new kind of search engine, not powered by algorithms coming from Silicon Valley, but by humans.To sort fact from fiction before the 2017 presidential election in France, Liberation, one of the best-known newspapers in the country, decided to replace the quantity and speed of search engines, by the quality and rigor of journalists to answer voters' questions.So to help French people find the real facts, they could ask questions on checknews.fr, and journalists investigated their queries before coming back to them a few hours later with answers, backed up by real, not alternative, facts.Making checknews.fr probably the slowest search engine on earth. But also the most reliable. 1 answer in 2.4 days... and it's not a lag!