YOU'VE GOT A TICKET by Publicis Conseil Paris for Ricore

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YOU'VE GOT A TICKET

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Industry Coffee, Tea, Breakfast Drinks
Media Promo & PR, Case study
Market France
Agency Publicis Conseil Paris
Creative Director Veronique Sels
Art Director Quentin Schweitzer
Copywriter Daniel Chandler
Producer Sandra Bourigan
Account Supervisor Celine Colin
Released March 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: NESTLÉ
Product/Service: RICORÉ COFFEE
Agency: PUBLICIS CONSEIL
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Chief Creative Officer: Olivier Altmann (Publicis Conseil)
Creative Director: Veronique Sels (Publicis Conseil)
Copywriter: Daniel Chandler (Publicis Conseil)
Art Director: Quentin Schweitzer (Publicis Conseil)
Account Supervisor: Celine Colin (Publicis Conseil)
Producer: Sandra Bourigan (Publicis Conseil)
Media placement: Street Marketing - Paris, France - Area: Le Marais - 15 To 20 Mars 2010

Results and Effectiveness
Directly connected with people’s day-to-day preoccupations, the campaign completely refreshed the brand’s "old-fashioned" image. Running on Ricoré’s websites and blogs, a film showing the "You’ve got a ticket" brand-to-one action, generated a lot of interesting comments, from all sides. The campaign achieved 64% spontaneous notoriety, 47% likeability and 38% purchasing intention, in a quantitative test carried out by Egerie Research marketing.

Creative Execution
In Paris’ bustling Marais quarter, one of the city’s most difficult places to park, after 9am you’re likely to get a ticket. At 9am sharp, during the campaign, Ricoré girls did a lap of the streets in the area, identifying the cars of drivers that didn’t make it out of bed on time to save them a ticket. The idea: Ricoré pays the first hour of parking to late-risers. So, rather than starting the day with a frown and a parking ticket, they started it with a smile and an invitation to discover Ricoré.

Insights, Strategy & the Idea
70% of people hate getting up in the morning. The brief objective was to convince them that with Ricoré (the perfect blend of coffee, chicory and magnesium) they can become a morning person. How? - by proving them the brand understands their difficulty to be in a nice mood in the morning and - by offering them a positive and totally unexpected experience.