VIRAL TEST by Rapp Collins DDB France for BLUE FILM PRODUCTION

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VIRAL TEST

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market France
Agency Rapp Collins DDB France
Director Daniel Cattan
Art Director Guillaume Paquin
Copywriter Harold Gossart
Producer Philippe Garnier
Released September 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: BLUE FILM PRODUCTION
Product/Service: BLUE FILM PRODUCTION
Agency: RAPP
Date of First Appearance: Sep 29 2009 12:00AM
Entrant Company: RAPP, Paris, FRANCE
Deputy Managing Director in charge of the Creation: Damien Frossard (RAPP)
Branding content director: Romain Pergeaux (RAPP)
Art Director: Guillaume Paquin (RAPP)
Copywriter: Harold Gossart (RAPP)
Producer: Philippe Garnier (Blue Film Production)
Director: Daniel Cattan
TV Producer: Yaelle Cattan (RAPP)
Interactive Developer: Hugo Allard (Mikros Image)
Managing Director: Stephane Raoul (RAPP)
Media placement: Web Site - web - 29/09/2009
Media placement: film viral - web - 29/09/2009
Media placement: seeding - web - 29/09/2009

Describe the objective of the promotion.
Blue Film Production wanted to become the leader in producing viral films in France. How could we make advertisers and agencies want to work with Blue? And, while we were at it, how could we get the trade press to talk about Blue? We advised Blue to try that good old fashioned promotional recipe: the free trial. The principle: offer a free film to all French agencies and advertisers. That may have seemed impossible and unaffordable, but in fact no.

Describe how the promotion developed from concept to implementation
We created the first open source viral film: Chewing gum & helium: a free film, without products, offered to all advertisers and agencies. How does it work? Simply upload your logo on the dedicated website to receive your personalised film. At several key moments, your logo (and only your logo) appears in the video. Then, whether agency or advertiser, you are free to distribute your personalised film online.

Describe the success of the promotion with both client and consumer including some quantifiable results
RESULTS Over 400 advertisers, agencies and media created their version of the film. Over 3,000,000 page views in total Over 500 articles and TV appearances Over 75000 tweets and facebook shares Over 450 ratings = 4.5/5 In short, a media success, but also an immediate commercial success. This project enabled 400 e-mail addresses to be collected, from highly targeted prospects. It generated over 30 direct meetings. Blue will enjoy an excellent 2010.

Explain why the method of promotion was most relevant to the product or service
A free, virtual and fun taste of a genuine Blue production.