TBWA\365 Promo, Case study AUTO PROMO 365 by TBWA Paris

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market France
Agency TBWA Paris
Creative Director Franck Botbol, Hugues Cholez, Philippe Simonet, Nathalie Huni Dan\paris
Released November 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: TBWA\365
Creative Director: Philippe Simonet (TBWA / 365)
Creative Director: Franck Botbol (TBWA / 365)
Creative Director: Hugues Cholez (TBWA / 365)
Creative Director: Nathalie Huni (TBWA / 365)
Conception: Guillaume Lartigue (TBWA Paris)
Project Manager: Arthur Guillaume (TBWA / 365)
Media placement: DIGITAL PR - STRATEGIES - 20/11/2011

Summary of the Campaign
As in all countries across the world, the communications directors of French advertisers’ are extremely busy.

Appointment requests to introduce a new brand content agency are at best delegated, or worse, ignored.

The main objective of our campaign was to succeed in sufficiently intriguing communications directors in order to get an appointment to present the agency. All of that within a budget of 5 000 euros or less.

We decided to create a customized campaign for each communications director, meaning 150 different campaigns for the 150 communications directors targeted.

Each one had to do a Google search with his/her name to discover the video – extremely flattering – specially made for him/her, and a unique e-mail account created specially for the occasion in order to contact us.

To make our seduction campaign known to our target, and to encourage them to google themselves, we also had a video made – also extremely flattering – for each top journalist specialized in marketing and communication, in order to obtain a maximum number of articles in the press.

Journalists and communications directors liked our campaign, which allowed us to obtain a lot of appointments for such a small budget…

The Situation
How to get an appointment with over busy communication directors when you’re an unknown brand content agency?

The Goal
Meet the most influent communication directors to get brand content briefs.

The Strategy
Flatter their ego through a tailor-made brand content campaign for each of them.

How to flatter communication directors ego?
> Step 1: create a taylor-made brand content for each of them
- buy their names on Google
- put a dedicated ad on top of their names search apges results
- drive the ad to a personnalized flattering video
- introduce yourself

> Step 2: make sure they see it
- repeat the same process with communication magazins journalists to get press releases and raise interest among the communication directors community.

> Step 3: just wait for the targetted directors calls

Documented Results
From 150 communication directros names we bought on Google, we received 88 congratulations messages, 32 introduction meetings requests and 12 pitches…
For a media budget of 39 €.