Passage Pieton Promo, Case study PRESIDENTIAL POP SONG by Passage Pieton

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PRESIDENTIAL POP SONG

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market France
Agency Passage Pieton
Creative Director Julie Esnault
Released April 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: AGENCE PASSAGE PIÉTON
Product/Service: AGENCE PASSAGE PIÉTON
Agency: PASSAGE PIETON AGENCY
Associate Director: Frédéric Lambert (Agence Passage Piéton)
Associate Director: Vincent Quenor (Agence Passage Piéton)
Creative Director: Julie Esnault (Agence Passage Piéton)
Digital Manager: Laetitia Dupin De Beyssat (Agence Passage Piéton)
Media placement: Event - LCI Buzz, Canal +, France 2, BFM, Itélé, Le Figaro - 10 April 2012
Media placement: Corporate - LCI Buzz, France 5, LCP, JDD, Doc News - 10 April 2012
Media placement: Digital - Minute Buzz,10 Min À Perdre, Doc News, JDD, Combini, Le Figaro, L'express, The Guardian - 10 April 2012

Summary of the Campaign
Our challenge was to make a demonstration of our viral and digital expertise, to celebrate in a funny way our 7 years of existence. In only 10 days we decided and realised a buzz for our self-promotion.

With a pop video featuring a blonde woman imploring firebrand leftist French presidential candidate, Jean-Luc Mélenchon, to 'take power over me'.

This video was launched on April 10th 2012.So, with only a PR strategy and 0 medias buying to gain some views in advance, today our clip can count:

1,810,458 views (YouTube, Dailymotion, Viméo and Wat)
2,952 Comments
70,829 Likes
77,213 Shares
8 TV Shows (Canal +, France 2, BFM TV, LCI, Itélé, France 5)
1,067 tweets
98 Articles in press magazine and blogs
11 Radios
Commercialised on the iTunes at #34
Declined in phone tone by MobiFun

Everybody was wondering who was behind this buzz. We think that this succes could be explained by our PR strategy which consisted of a thorough targeting on the best influencers and prescribers. Our PR strategy was cut into 2 parts. The first was to ensure that the information will be taken very quick by a lot of journalists and specialised blogs and persuade that it was a real singer who just want to sing her love for the candidate. The second was 'the reveal' in order to communicate about us. So, we targeted a TV Show in prime time, specialising in buzz and viewed by many professionnals.

The Situation
In present times, many viral videos, and many buzzes appear everyday. The competition is very hard and so it is very difficult to create a real buzz which lasts more than 3 days.

Even if our clip was brilliant, and all the candidates official clips were not quite good, obvioulsy we still needed a real PR strategy to ensure our succes!

The Goal
The goal was to make a big self-promotion for our agency and make a nice viral clip very real and believable. The idea was to make an anonymous buzz and then a reveal. The first target audience was the medias on the lookout for web phenomenons and then a maximum number of people, including professionals, announcers, and French people.

The Strategy
March 27th: Creation of the idea
March 28th: PR Strategy
March 29th: Staffing (film director, singer, compositor, actress) and location booking
March 30th: Writing of the song, the melody and the storyboard
April 3th: Recording of the song
April 4th: Filming of the clip
April 5th: Creation of the cd cover and the Facebook page
April 7th: Montage
April 8th: Creation of a press release and sell the song on Itunes
April 10th: The clip is published on YouTube, DailyMotion, Viméo and Wat; the press release is sent to our press listing.

Execution
March 27th: Creation of the idea
March 28th: PR Strategy
March 29th: Staffing (film director, singer, compositor, actress) and location booking
March 30th: Writing of the song, the melody and the storyboard
April 3th: Recording of the song
April 4th: Filming of the clip
April 5th: Creation of the CD cover and the Facebook page
April 7th: Montage
April 8th: Creation of a press release and release the song on Itunes
April 10th: The clip is published on YouTube, DailyMotion, Viméo and Wat; the press release is sent to our press listing.

The campaign ran according to the original plan concerning all the creation and organisation aspects, but was adapted concerning the date of the reveal because the buzz was sucessful and we didn't want to prolong much longer the presidential campaign.

Documented Results
1,810,458 views (YouTube, Dailymotion, Viméo and Wat)
2,952 Comments (all platforms includes)
70,829 Likes on Facebook (all platforms includes)
77,213 Shares (all platforms includes)
8 TV Shows (Canal +, France 2, BFM TV, LCI, Itélé, France 5, LCP, M6)
1,067 Tweets
98 Articles in press magazine and blogs
11 Radios
Commercialized on the Itunes and goes on the 34th place the first week
Declined in phone tone by MobiFun