BENEFITS by M&C Saatchi Paris for Yves Rocher

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BENEFITS

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Industry Cosmetics & beauty products, Makeup
Media Promo & PR, Case study
Market France
Agency M&C Saatchi Paris
Director Jonas Akerlund
Art Director Carole Charbonnier, Mr Patrick Samot
Copywriter Gilles De Kerdrel
Producer Annabelle Fournier
Account Supervisor Gilles Masson
Released March 2009

Credits & Description

Category: Best Use of Television
Advertiser: YVES ROCHER
Product/Service: BEAUTY PRODUCTS
Agency: M&C SAATCHI.GAD
Date of First Appearance: Mar 8 2009 12:00AM
Entrant Company: M&C SAATCHI.GAD, Paris, FRANCE
Entry URL: http://www.toutlefilm.com
Account Supervisor: Gilles Masson (M&C Saatchi.GAD)
Chief Creative Officer: Antoine Barthuel (M&C Saatchi.GAD)
Chief Creative Officer: Daniel Fohr (M&C Saatchi.GAD)
Art Director: Carole Charbonnier (M&C Saatchi.GAD)
Art Director: Patrick Samot (M&C Saatchi.GAD)
Copywriter: Gilles de Kerdrel (M&C Saatchi.GAD)
Account Manager: Thierry Taglioni (M&C Saatchi.GAD)
Director: Jonas Akerlund (Soixante Quinze)
Agency Producer: Virginie Maionchi (M&C Saatchi.GAD)
Producer: Annabelle Fournier (Soixante Quinze)
Media placement: TV Campaign - TF1 - 8 March 2009
Media placement: TV Campaign - M6 - 8 March 2009
Media placement: TV Campaign - Teva - 8 March 2009

Results and Effectiveness
After one month, 330,000 visits on the dedicated website. After 4 months, • More than 400,000 unique visits and 1,100,000 views per page • Numerous press and blog clippings corresponding to over 2,000,000 contacts • Elected best campaign by the web surfers in 2009 on stratégies.fr and more that 45 million views in 5 months. A film that has 'touched' all women: modern film (78%), original (78%), which has shown that the brand evolves in keeping with its time (70%). In May 09, Yves Rocher was elected by French people: First preferred mass-market firm, Second beloved brand by French women.

Creative Execution
Ignoring taboo, the brand subtly pictures sexuality as a universal beauty treatment. The strength of this stimulating film lies in its openly admitted realism, without preciousness nor voyeurism, and in its capacity to convey emotion, sensuality and sheer sensitivity. In order to maximise the impact of the campaign despite a very tight budget, the agency decided to put Internet at the core of the strategy. The film was launched online on a dedicated website www.toutlefilm.com and was only aired 6 times on TV in primetime on March 8th, celebrating Women’s Day. The digital traffic and the visibility were ensured by : • Viral & CRM (diffusion through social networks and a newsletter sent to the customer database) • PR and e-PR (meetings with influencial bloggers in presence of sexologist and writer Marie-Hélène Colson, mail sent to a hundred blogs and e-journalists)

Insights, Strategy & the Idea
In 2009, because of the crisis the media budget was dramatically downsized. Thus the only alternative was : freeze or move forward. Yves Rocher and the agency decided to move forward using a 'share of mind vs share of voice' approach with a striking campaign able to generate buzz around the brand.. The campaign’s theme straightforwardly evokes men/women relationships through sexuality. Very large target : all women with a focus on the influencers (bloggers, journalists…) We needed to have a theme that was : - Universal : relevant for women aged 20 to 70 - Topical : symptomatic of women’s evolution in society - Original : a rarely-seen way of dealing with the subject