1001 Fontaines Promo, Case study WE'RE COUNTING ON THE BANKS by CLM BBDO Paris, Proximity Paris

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market France
Agency CLM BBDO Paris
Art Director Cedric Moutard
Copywriter Vincent Pedrocchi
Producer Amanda Stubbs
Agency Proximity Paris
Released March 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: 1001 FONTAINES
Agency: CLM BBDO
Date of First Appearance: Mar 1 2011
Entrant Company: CLM BBDO, Boulogne-Billancourt, FRANCE
Entry URL: http://www.nouscomptonssurlesbanques.com/en/home
Copywriter: Vincent Pedrocchi (CLM BBDO)
Art Director: Cedric Moutard (CLM BBDO)
Vice President/Chief Communications Officer: Jean-Francois Sacco (CLM BBDO)
Vice President/Chief Communications Officer: Gilles Fichteberg (CLM BBDO)
Vice President Strategy: Bertille Toledano (CLM BBDO)
Head Of New Business: Sacha Lacroix (CLM BBDO)
Research & Development Media Director: Anthony Hamelle (CLM BBDO)
Account Executive: Thomas Laurent (CLM BBDO)
Public Relations: Lauren Webber (CLM BBDO)
Public Relations: Cecile Soubelet/Donna Clement (BBDO Influence)
Digital Team: Arnaud Sieux (CLM BBDO)
Digital Team: Florian Kunlin/Evans Randriamapianina (CLM BBDO)
Digital Team: Arnaud Rafelis De Broves/Moira Koffi (CLM BBDO)
Co-Founder: Francois Jaquenoud (1001 Fontaines)
President: Jean-Francois Rambicur (1001 Fontaines)
Administrator: Laurence Besancon (1001 Fontaines)
Film Director: Deubal (Wizz)
Producer: Amanda Stubbs (Wizz)
Sound Producer: Mathieu Sibony/Sylvain Rety (Schmooze)
Music: Philippe Deshaies
Media placement: Web - Internet - 2 Spots - 1st March 2011
Media placement: TV - LCI, L'EQUIPE TV, iTV - 2 Spots - 15 March 2011
Media placement: Press - TV Mag - 1 Ad - 8 March 2011
Media placement: Radio - Radio Nova - 1 Spot - 8 March 2011
Media placement: PR - Many articles in various different media - 1st March 2011

Insights, Strategy & the Idea
1001 Fontaines is an association that helps poor populations gain access to clean water.
Unfortunately they are not well known enough to collect donations.
The challenge: Boost 1001 Fontaines’ notoriety with 0 budget.
The idea: For once, we didn’t appeal to the French people’s generosity. We called on the generosity of those who can most afford it: the banks.

Creative Execution
On March 1st, 2011, we launched the operation “We’re Counting on the Banks”
For the operation we created an integrated campaign comprised of:
Film, Print, Radio, online messages, Website and PR.
On the werecountingonthebanks.com website, a counter showed how much the banks had given.
The French could take part and support the operation by emailing their banks to ask them to give and by joining the Facebook group.

Results and Effectiveness
The operation was reported by more than a hundred media in France (cumulative audience: more than 26 million contacts).
The banks weren’t very generous. But with a budget of €0, the association is now well known in France and exists alongside the big NGOs.
Through this operation, 1001 Fontaines and the agency are happy to have opened a debate:
Isn’t it time for those who have everything to help those who have nothing?