DDB Promo, Case study AUTARKY PROJECT by DDB Paris

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AUTARKY PROJECT

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Released October 2011

Credits & Description

Category: Best Use of Social Media
Advertiser: DDB PARIS
Product/Service: DDB PARIS
Agency: DDB PARIS
Presidents: Bertrand Suchet/Jean-Luc Bravi/Matthieu De Lesseux (DDB Paris)
Executive Creative Director: Alexandre Hervé (DDB Paris)
Creatives: Benjamin Marchal/Olivier Lefebvre/Alexis Benoit/Paul Kreitmann (DDB Paris)
Creatives: Marc Badinand/Alexis Benoit/Matthieu Elkaim/ (DDB Paris)
Managing Director: Vincent Leorat (DDB Paris)
Dedicated Account Management: Florent Depoisier/Sophie Legent (DDB Paris)
Digital Production: Brice Aubert/Christelle Spano (DDB Paris)
Special Acknowledgement: Michel Huppert (DDB Paris)
Account Management Teams: Xavier Mendiola/Jean-Jacques Sebille/Marie-Laure Dangeon (DDB Paris)
Account Management Teams: Stephane Hardel/Virginie Honoré/Mathieu Porri/Marina Zuber/ (DDB Paris)
Account Management Teams: Paul Boulange/Juliette Ferré/Jean-Paul Héraud/Valentine Perrin/ (DDB Paris)
Account Management Teams: Anne Dauvé/Emmanuelle Mary. (DDB Paris)
Video: - (Stripes)
Sound: - (Studio 5)
Motion Designer: Stiv Stasogevic
Client: - (Mini / Voyages-Sncf.com / F.F.F. / Belambra Clubs / Bouygues Telecom / GQ/ Winamax)
Client: - (Président / Mcdonald's / Chupa Chups / Céréal Bio / Hasbro / Pattex)
Client: - (Maille/Fleury Michon / Gerblé / Roquefort Société / Philips / L'equipe / Greenpeace)
Client: - (Brandt / Friskies / Tropicana / Lactel / Trace TV / J & J /Givenchy)
Client: - (Lipton / Lipton Ice Tea / JB Allianz /Le Petite Marseillais / Jaeger Lecoultre)
Media placement: Facebook page - www.facebook.com/autarkyproject - 10/03/2011
Media placement: Event - Cannes / France - 19/06/2011

Summary of the Campaign
The Cannes Lions Festival is the best place on Earth for any advertising creative.

The problem: This year, DDB couldn’t send its creatives over.

So we, 7 creatives from the agency, came up with The Autarky Project, the idea that could send 7 creatives to Cannes.

How? By asking our clients for their products for free, we could go to the Cannes Lions Festival and live there for one whole week, without spending a single dime.

We created a Facebook page, motivated the entire agency around the project, met with our clients, and after a couple of months got all the product we needed to go to Cannes.
During the week in Cannes we represented the agency and all its clients by posting videos of our adventures everyday on Facebook.

We turned this simple idea into a unique self-promotion campaign, proving once again that whatever the problem, DDB Paris can find a creative solution to it.

The Situation
When you’re an advertising creative, the Cannes Lions Festival is the best place on Earth.

The problem: because of the recent recession, DDB Paris couldn’t send its creative over this year.

So we, 7 creatives from the agency, came up with a solution: The Autarky Project, the idea that could send seven creatives to Cannes.

How? By asking all our clients for their products for free, we could go to the Cannes Lions Festival and live there for one whole week, without spending a single dime.

By doing so, we would promote the agency’s clients, people and, more importantly, creativity.

The Goal
We had to convince our clients to give us their products for free. Why would they do that? Because it was a unique opportunity for them to participate in a great effort leading to a fun outcome: letting 7 creatives party in Cannes while wearing, drinking, eating, showering and sleeping thanks to their lovely brands.

And it was also another opportunity for DDB Paris to shine as a creative agency that can find the right solution to any upcoming problem. And who was to witness this? The whole Facebook community.

The Strategy
The plan was to raise awareness about DDB Paris not being able to send its creatives over to Cannes, to show that DDB Paris has a large amount of clients, covering many markets, from automotive to food, communication or holiday club resorts… (enough clients to travel and live in autarky) and that our creativity could get us out of this and even further, to Cannes. By doing so, we would get closer to our clients and get more fans for the DDB Paris Facebook page.

So we wanted to create a Facebook page to explain this, ask our clients for their help, produce work, pictures and videos for the page, showing our creativity, our true interest in our clients, the agency itself and many of the people working there (creatives, account directors, new business…).

Execution
We produced content every week to motivate our clients and gain new fans. And soon, we got fans from 20 different countries, all supporting the project. Those many supports helped us convince our clients to join the project. And the more clients joining the project we had, the more fans we gained, and the more fans we gained... Well you got it. At the exact moment we’re writing these lines, we already have fans from 20 different countries and 37 clients who happily joined the Autarky Project.

We turned this simple idea into a unique self-promotion campaign, allowing us to show the world DDB Paris has a large amount of clients, covering many markets, from automotive to food, communications or holiday club resorts: enough clients to travel and live in autarky.

Documented Results
We gained fans from 20 different countries and satisfied 37 clients who happily joined the Autarky Project. We showed to the world that DDB Paris has a large amount of clients, enough to travel and live in autarky; we grew its Facebook fan base by a third; and we created more than 350,000 posts impressions in a few months. And more importantly, we reinforced our relationship with our clients and prove once again that whatever the problem, DDB Paris can find a creative solution to it.