France Glace Findus Promo, Case study CROUSTI'EXPRESS by Grey Paris

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Industry Pre-Cooked Meals & Frozen Food
Media Promo & PR, Case study
Market France
Agency Grey Paris
Creative Group Head Jeremie Bottiau
Art Director Raphael Ghisalberti
Copywriter Constance Godard
Account Supervisor Helene Duval, Marie Friess
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Product/Service: MICROWAVE PIZZA
Date of First Appearance: Apr 29 2010 12:00AM
Entrant Company: GREY PARIS, FRANCE
Entry URL:
Chief Creative Officer: Andrea Stillacci (Grey Paris)
Creative Group Head: Jeremie Bottiau (The Kitchen/Grey Paris)
Art Director: Raphael Ghisalberti (The Kitchen/Grey Paris)
Copywriter: Constance Godard (The Kitchen/Grey Paris)
Account Supervisor: Helene Duval (Grey Paris)
General Manager: Philippe Doyle (Grey Paris)
Account Supervisor: Marie Friess (Mediacom)
Web Designer: Thierry Leroy (The Kitchen/Grey Paris)
Account Manager: Marie-Aude Abbey (MediaCom)
Digital Account Director Online: Monica Kuta (MediaCom)
Media placement: Internet - - 29/04/2010

Results and Effectiveness
For one month, the Dailymotion/Findus videos have been turned into viral microwaves and their door has opened for more than 4 million viewers.

Creative Execution
Use, the French equivalent of, and interrupt the viewer's video at a 3-minute interval to show the new Findus Microwave Pizza being prepared. We hear the “bing” of the microwave timer and the screen of the video player opens exactly like a microwave oven door. Inside, we see a delicious ready-to-eat pizza and we read: You’ve been watching this video for the past 3 minutes . Exactly the time it takes to prepare a delicious Crousti’Express Pizza. The microwave door shuts and the viewer's video resumes.

Insights, Strategy & the Idea
Communicate Online, the launch of the new Findus Microwave Pizza (a pizza ready in 3 minutes) to the 15-35 year-old single male audience.