The Office Of The President Of The French Republic Promo, Case study PUTTING THE INTERNET ON THE G8 AGENDA by MSLGroup

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PUTTING THE INTERNET ON THE G8 AGENDA

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Industry Public awareness
Media Promo & PR, Case study
Market France
Agency MSLGroup
Released May 2011

Credits & Description

Category: Corporate Communication
Advertiser: THE OFFICE OF THE PRESIDENT OF THE FRENCH REPUBLIC, ELYSEE PALACE
Product/Service: E-G8
Agency: MSLGROUP
Executive Chairman (Publicislive): John Rossant (MSLGROUP)
Cheif Executive Officer (MSLGROUP): Olivier Fleurot (MSLGROUP)
Head of Digital (Emea): Stanislas Magniant (MSLGROUP)
Managing Director: Anthony Gazagne (Publicislive / MSLGROUP)
Vice President Production: Alain Duchoussoy (Publicislive / MSLGROUP)
Vice President Creation: Serge Wehrle (Publicislive/Mslgroup)
Chef De Projet: Dan Herscovici (Publicis Consultants / MSLGROUP)
Head of Chairmans' Office: Caroline Kaplan (Publicislive / MSLGROUP)
Project Co-Ordinator: Jerome Batout (Publicis Groupe)
Managing Director: Martine Schwab (Publicis Meetings / MSLGROUP)
Vice President Production: Magali Aubert (Publicislive / MSLGROUP)
Production: Narjiss Lamrani (Publicislive / MSLGROUP)
Production Director: Louis Defressigne (Publicislive / MSLGROUP)
Production: July Duchoussoy (Publicislive / MSLGROUP)
Registration Manager: Lena Perrenoud (Publicislive / MSLGROUP)
Director Of Production: Agathe Sammut (Publicis Meetings / MSLGROUP)
Co-Ordinator: Betrand Briaud (Publicis Meetings / MSLGROUP)
Co-Ordinator: Candice Hanssen (MSLGROUP)
Engagement Editor: Sally O'dowd (MSLGROUP)
Media placement: Social Media Campaign - - 1st May 2011
Media placement: Live And Virtual Forum (Event) - - 23, 24th May 2011

Summary of the Campaign
At the height of last year’s Arab Spring – and amidst the ongoing buzz around the internet as a tool to bolster democracy, and enable social dialogue – there emerged a huge opportunity to go a step further, and to put the internet firmly on the official agenda of the world’s most important political leaders for the first time. And so the idea of the ‘e-G8’ was born, a gathering of the key private sector and civil society individuals with an interest in the internet, in Paris, 48 hours before the official G8 summit in Deauville. An initiative led and financed purely by the private sector, the goal would be to discuss important themes including privacy, net neutrality and censorship, while facilitating virtual dialogue around and participation in the live event. With just 8 weeks’ notice, we worked with our client to produce and communicate every aspect of this historic event – from creating the programme from scratch, securing the speakers, directing all event logistics associated with a live platform for 2,000 attendees (and a virtual platform for 65,000 others), creating and managing a traditional and social media strategy and importantly, ensuring the outcomes were shared with G8 leaders 12 hours after the e-G8 closed. The results? An unprecedented event with broad participation that engaged key thought-leaders, including Mark Zuckerberg, Eric Schmidt and Jimmy Wales, and influenced the tone and direction of the official G8 Declaration on Freedom and Democracy.

The Situation
Just 8 weeks before President Nicolas Sarkozy of France was to host the June 2011 G8 summit in Deauville – and at the height of the Arab Spring - it was agreed that there existed a significant window of opportunity to get important issues relating to the internet on the official agenda of major world leaders for the first time.
The question was, with such a limited timeframe, how could this be done in a meaningful, transparent and inclusive way – while ensuring maximum impact on decision making: the G8 would after all be making a declaration on ‘Freedom and Democracy’.

The Goal
To physically bring together key actors in the ‘internet’ space for the first time ever, for a 48-hour forum, and simultaneously extend the forum to a global virtual audience.
- To capture diverse points of view and facilitate dialogue between stakeholders from across the private sector and civil society, who had never before gathered in one place.
- To summarize the key outcomes and to present them to both the G8 leaders 12 hours later, and importantly, to the broader public who shared a passionate interest in the issues, but could not attend the forum.

The Strategy
An initiative led and financed by the private sector. An important part of our strategy nonetheless was to highlight the personal involvement of President Nicolas Sarkozy (the official head of the G8 in 2011). After all, who could refuse a personal invitation from the President of France to participate in such a forum in Paris? We then sought to involve the most senior influencers in the field, knowing that only then would others join in. Finally, with no official advance publicising of the programme content, we actively encouraged healthy online debate around the forum’s ‘raison d’être’, engaging key online influencers to stir things up including Jimmy Wales (Wikipedia) and Nova Spivak (thought-leader on the future of the web) and ultimately attract the attention of the world’s traditional media, whom we needed to cover the forum in force.

Execution
Programming, Co-Chairs and Partners:
- Created a packed and varied 2-day program focusing on the internet's impact on the economy and society;
- Invited key influencers to shape forum content, including Google's Eric Schmidt, Facebook's Mark Zuckerberg and France Telecom's Stéphane Richard;
- Secured all necessary private-sector sponsorship from companies such as Orange, Vivendi, eBay, Google, Microsoft, Huawei, Capgemini, Alcatel-Lucent, and HP.

Venue Creation and Logistics:
- Designed and built a dedicated event space in central Paris;
- Managed all logistical aspects onsite for a live forum and 2000 attendees – as well as for 65,000 virtual participants;
- Created an exclusive dinner at the Louvre Museum for key guests, hosted by the President of the French Republic.

Communication of the Event:
- Created e-G8 Forum logo;
- Built www.eg8forum.com and a dedicated Facebook page;
- Directed all media relations;
- Created and directed a social media strategy and produced and shared a definitive e-book summarizing key out-takes from the forum.

Documented Results
In their declaration ‘Renewed Freedom and Democracy’, the G8 leaders acknowledged "The 'e-G8' event was a useful contribution to these debates (about the internet)'. An unprecedented and historic event, the self-funding forum was the first time in history that tech giants, policy makers and academics with an interest in the internet were able to gather in one place, to debate and to have the opportunity to present their policy recommendations to their political counterparts at a G8 12 hours later. With 1,570 participants from 30 countries, 115 speakers and 300 journalists from 15 countries, we achieved the broad physical participation we aimed for. With close to 4,000 media stories published worldwide, 70,243 visits to www.eg8forum.com, 18,475 Facebook fans; 51,620 tweets using the #eg8 hashtag and 64,831 people who watched the plenary sessions live via the website and Facebook page we also achieved a high level of virtual participation.