Mountain Riders Promo FROZEN TRASH by Publicis Conseil Paris

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Industry Environmental & Animal Issues
Media Promo & PR
Market France
Agency Publicis Conseil Paris
Director Heddy Dechicha
Creative Director Emmanuel Lalleve, Florent Imbert
Art Director Alexandra Offe
Copywriter Didier Aerts
Producer Laurent Sequaris
Account Supervisor Celine Colin
Released March 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Date of First Appearance: Mar 31 2011
Entrant Company: PUBLICIS CONSEIL, Paris, FRANCE
Chief Creative Officer: Olivier Altmann (Publicis Conseil)
Creative Director: Emmanuel Lalleve (Publicis Conseil)
Creative Director: Florent Imbert (Publicis Conseil)
Copywriter: Didier Aerts (Publicis Conseil)
Art Director: Alexandra Offe (Publicis Conseil)
Account Supervisor: Celine Colin (Publicis Conseil)
Account Manager: Nathalie Bousquet (Publicis Conseil)
Advertiser's Supervisor: Laurent Bourget (Mountain Riders)
Advertiser's Supervisor: Camille Rey-Gorrez (Mountain Riders)
Production Company: (Sequencis / WAM)
Producer: Laurent Sequaris (Sequencis / WAM)
Director: Heddy Dechicha (Sequencis / WAM)
Media placement: In Store - France - 31 March 2011
Media placement: Web - Youtube - 31 March 2011
Describe the objective of the promotion.
How can we recruit more volunteers for the collection days organised by the Mountain Rider Association?
Describe how the promotion developed from concept to implementation.
Recreate a small portion of mountain pollution in their daily lives. We placed trash, collected on the mountains, in frozen food departments of supermarkets. Packaged as real products, a QR code directly sent the consumer to the registration page for the collection days organised by the Mountain Rider Association.
Explain why the method of promotion was most relevant to the product or service.
Placing waste in the frozen food section of the supermarket is a good way to attract the attention of people with little concern about the problem of waste on the mountains.
Describe the success of the promotion with both client and consumer including some quantifiable results.
74% increase in connections on the mountain rider web site during the month after the operation thanks to the QR Code.
32% increase in registrations for the collection days compared to 2010.