WHEN FACEBOOK BECOMES A BOOK by DDB Paris for Bouygues Telecom

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WHEN FACEBOOK BECOMES A BOOK

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Industry Telecommunications Services
Media Promo & PR, Case study
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Account Supervisor Marie-Laure Dangeon
Released October 2010

Credits & Description

Category: Commercial Public Services incl. Healthcare & Medical
Advertiser: BOUYGUES TELECOM
Product/Service: TELECOMMUNICATIONS
Agency: DDB PARIS
Date of First Appearance: Oct 14 2010
Entrant Company: DDB PARIS, FRANCE
Entry URL: http://www.ddbparis-campaignsonline.com/FB/
Executive Creative Director: Alexandre Hervé (DDB Paris)
Copywriter/Art Director: Alexander Kalchev (DDB Paris)
Copywriter/Art Director: Siavosh Zabeti (DDB Paris)
Account Supervisor: Marie Laure Dangeon (DDB Paris)
Account Manager: Antoine Gilbert (DDB Paris)
Strategic Planning: Fabien Leroux (DDB Paris)
Development: Perfet Fools (Perfet Fools)
Media placement: Facebook Application - Facebook - 18 October 2010

Insights, Strategy & the Idea
Bouygues Telecom is one of the 3 biggest mobile phone operators in France. It is known for its innovative services and the focus on constantly improving their customer's mobile and online experience.
When Bouygues Telecom were launching their Facebook platform, they asked us to come up with an idea to launch it. They wanted us to create something that would go beyond using your profile picture in a funny way, or pranking your friends with a small joke.
The campaign aimed to thank the already existing fans of Bouygues Telecom and most importantly, recruit new ones.

Creative Execution
We decided to look at the way we use Facebook and found that even though we use the social networking site everyday, we forget our favourite moments we share online.
So we created an app that could change that, and keep your Facebook, in a book. Facebook ads engaged people to participate in the creation of their books and receive a printed copy of their statuses and photos. You could choose up to 10 friends to add into your book, as well as the desired timeframe, whether it be your birthday, wedding, or from the very beginning of your profile.

Results and Effectiveness
We gave people a tangible object with all of their Facebook memories, offering them a unique service that up to that point nobody had offered. Offering new and unique services that are centered on the customer are Bouygues Telecom’s main strength and this campaign helped them stand out among the other mobile phone operators on Facebook.
After only two days we received 15,000 fans (double the desired outcome) and the limited edition of 1,000 books were gone very quickly.