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
Production Stripes
Production Studio 5
Released October 2011

Credits & Description

Category: Best Use of Social Media Marketing
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 / J&B / 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

Insights, Strategy & the Idea
DDB Paris couldn’t send its creative to the Cannes Lions Festival due to the recent recession. So we, seven creatives from the agency, came up with The Autarky Project, the idea that could send us to Cannes without spending a single dime.

The objective behind that was to prove that whatever the problem, DDB Paris could find a creative solution to it. Our target audience was DDB Paris’ existing clients, new clients and the whole advertising industry. DDB Paris has lots of clients, covering many markets, from automotive to food, communication or holiday club resorts. Enough clients to live in autarky. So why not use our clients to go the Cannes Lions Festival?
After the recession we’ve all been hit by, finding a solution to go the Festival for free was the most relevant answer to this problem as well as being the best self-promotion campaign for DDB Paris.

Creative Execution
By asking all our clients for their products for free, we could go to the Cannes Lions Festival and live there for 1 whole week, without spending a single dime. So we created a Facebook page to explain the idea and ask our clients for their help.

We produced work, pictures and videos for the page, and soon, we gained fans supporting the project. Those supports helped us convincing 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.

During the week in Cannes we represented the agency and all its clients by posting videos of our adventures everyday on Facebook.

Results and Effectiveness
We gained thousands of fans from 20 different countries and featured 37 clients who joined the Project. DDB Paris grew its Facebook fan base by a third and created more than 350,000 posts impressions in only 2 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.