IKILLAFRIEND.COM by BETC Euro Rscg Paris for Nbc Universal

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IKILLAFRIEND.COM

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market France
Agency BETC Euro Rscg Paris
Director Nicolas Benamou
Executive Creative Director Mr. Stéphane Xiberras
Creative Director Christophe Clapier, Mr. Olivier Apers, Ivan Beczkowski
Account Supervisor Raphael De Andreis
Released October 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NBC UNIVERSAL
Product/Service: 13ÈME RUE CABLE TV CHANNEL
Agency: BETC EURO RSCG
Date of First Appearance: Oct 22 2009 12:00AM
Entrant Company: BETC EURO RSCG, Paris, FRANCE
Executive Creative Director: Stéphane Xiberras (BETC Euro RSCG)
Account Supervisor: Raphael De Andreis (BETC Euro RSCG)
Advertiser's Supervisor: Leonor Grandsire (NBC UNIVERSAL)
Director: Nicolas Benamou
Creative Director: Olivier Apers (BETC Euro RSCG)
Creative Director: Christophe Clapier/Ivan Beczkowski (BETC Euro RSCG)
Account Manager: Christophe Neyret/Sofiane Ben Chaabane (BETC Euro RSCG)
Motion Design & Flash Development: Silvère Maréchal (BETC Euro RSCG)
Flash Development: Jérémy Boutier (BETC Euro RSCG)
Development: Abder Zeghoud (BETC Euro RSCG)
TV Producer: Michel Teicher (BETC Euro RSCG)
Sound Production: (LGM)
Production Company: (Dak Tirak)
Web Supervisor: Eugénie Valletoux (BETC Euro RSCG)
Planner: Julien Delatte (BETC Euro RSCG)
Media placement: Website - Jetueunami.com - 22/10/2009

Results and Effectiveness
After only 6 months, we reached a record 22 million contacts and over a million assassinations on jetueunami.com! All that with no media budget to support this direct campaign. All that with no consumer database purchase. This meant a record cost of 0.01 euro per contact, including production costs. And more importantly this meant a dramatic audience increase among our designated target: in just 6 months the audience of 13ème Rue increased by 25% among 20-35 year-olds.

Creative Execution
The website allows you to virtually hire a killer to assassinate your friends. You choose a hitman, provide your friend’s email address and photo and in a few seconds the website generates a movie-like crime sequence featuring your friend being assassinated. What makes it a striking experience is the unique 3D in-house designed technology we used that instantly transforms a 2D picture into a 3D face, which is then inserted into your typical assassination movie scene. An experience that is even more striking for your friend who receives an email announcing he has been assassinated, before he clicks and discovers the video of his own assassination. He will then be driven toward investigating, in order to find out who hired the killer. After a short investigation, if he finds out who did it, you will receive an email informing you that you, the crime instigator, have been arrested.

Insights, Strategy & the Idea
13ème Rue is a cable network channel, specialising in crime and investigation. As crime shows and series have become extremely popular, this has diluted the perceived expertise of the channel. In order to regain ownership of the genre, the objective was for 13ème Rue to provide the ultimate thrill of crime investigation. The media strategy was to spend no money on media, neither online or offline! We decided to rely exclusively on highly provocative and entertaining content that would turn the target into the media and make the most of the viral power of social media. Hence the idea of creating jetueunami.com (ikillafriend.com), the first online virtual assassination and investigation service. Because when it comes to crime investigation, nothing is more thrilling than investigating… your own death. Our objective - to reach 1 million people; a tough objective for a channel like 13ème Rue.