Internet Explorer Design & Branding, Case study, Making of LE WORLD WIDE WEB, LE JT DU WEB D'OMAR ET FRED Heaven, Labandeoriginale

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LE WORLD WIDE WEB, LE JT DU WEB D'OMAR ET FRED

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Sector Software y Multimedia
Media Design & Branding, Case study, Making of
Mercado Francia
Agencia Heaven
Director Nath Dumont
Agencia Labandeoriginale
Publicado diciembre 2011

Creditos y descripciones

Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: MICROSOFT
Product/Service: INTERNET EXPLORER
Agency: HEAVEN
Agency: LABANDEORIGINALE
Chief Executive Officer: Sophie Noel (Heaven)
Chief Executive Officer: Arthur Kannas (Heaven)
Account Director: François Tiercin (Heaven)
Chief Executive Officer: Martin Hamelin (La Bande Originale)
Director: Nath Dumont (Nath Dumont)
PR: Maty Ndiaye (Heaven)
Media placement: TV Show Campaign - Online - 5 December 2011

Campaign Description
In France we do not have particular regulation around digital communication and telecom. No special hurdle to overcome.
It was our choice not to show the product until the late end.

Effectiveness
Internet Explorer joins the famous French duo Omar & Fred to present Le World Wide Web, a 'TV show dedicated to web news' that deals with the most popular web phenomenons.
The first goal is to express the changes of Internet Explorer by developing an innovative communication in order to maintain the Microsoft leadership on the web browser market. The second one, is to capitalize on the Internet Explorer logo awareness to maximise its use and to develop the association between the 'blue E' logo and internet.
The agency decided to address the questions about the internet use with humour and imagined a brand content operation structured as a TV show with interviews, reports, debates …

Le World Wide Web - an advertising platform mainstream, social and video - is a show composed of 12 episodes broadcast for 6 months and published on the operation website, Facebook page and video platforms.
The social strategy is the key point of the campaign because fans can ask questions about internet to Omar & Fred, so that they will answer them in the next episodes.

Implementation
The audience was driven to the content thanks to social media actions: creation of a Facebook page, editorial animation generating organic visibility and adaptation of the content regarding the questions asked by the Facebook fans.
Traffic was also driven through the media campaign: catch-up TV, billboards on video platforms (YouTube, Dailymotion) and media buying on the main French media websites. The campaign was also relayed on the Microsoft network: MSN.fr, Windows Live Messenger and Hotmail. Finally, an important PR plan was deployed to promote the operation (around 200 articles in French media) with a press conference at the launch.

Outcome
Quantitative data:
- 7 episodes on 12 published for now
- 8.5m videos viewed
- More than 150 topics on TV, blogs and press
- 1.7m unique users on the website
- 2,400 comments / 1,800 tweets
- 26,000 likes Facebook

Website URL : http://www.leworldwideweb.fr/
Facebook page URL : http://www.facebook.com/LeWorldWideWeb
Dailymotion channel : http://www.dailymotion.com/leworldwideweb
YouTube channel : http://www.dailymotion.com/leworldwideweb
Extrait conférence de presse : http://goo.gl/smMKA