Learnings from Operation French Merveilles

Learnings from Operation French Merveilles

Your Editorializer Learnings from Operation “French Merveilles”: How do you win an advertising brief, without an advertising strategy? Relaxnews brings you a checklist with a detailed brief of the planning and collaboration that went into the creation of Operation “French Merveilles,” revealed last week at the Publicis Headquarters

The Unfolding of Operation “French Merveilles”
Inside Operation “French Merveilles,” a strategy set to reinvigorate the Provence-Alpes-Côte d’Azur region.

Relaxnews employs the “Power of One” of Publicis Groupe to Boost the Attractiveness of the Provence-Alpes-Côte d’Azur region

A week after its launch, the operation French Merveilles is off to a strong start. Indeed, with around 150 participants in Paris (journalists, ambassadors, elected officials, business leaders, etc.) of 10 different nationalities, 200 participants in Nice (elected officials, economic actors, journalists) and already more than 13,000 visits and 7,500 enrollments on the website, the intiative didn’t go unnoticed.

Relaxnews, the editorializer of Publicis Groupe, at the head of the group’s “Power of One” team, imagined and put in place the initiative destined to promote the economic and tourist attractiveness of the Provence-Alpes-Côte d’Azur region, presided by Christian Estrosi.

Announced by Christian Estrosi and Maurice Levy at a press conference organized Friday, March 31st at Publicis Groupe’s headquarters on the Champs Elysées, then in Nice at the Palace of Massena before the economic actors of the region, the operation “French Merveilles” pays homage to the multi-faceted Provence-Alpes-Côte d’Azur region.

The operation “French Merveilles” puts to use a partnership between TripAdvisor, an annual contest offering a lifetime of trips to the region, as well as content created by the inhabitants and lovers of the region.

Piloted by Jérôme Doncieux, co-CEO of Relaxnews, the operation “French Merveilles” illustrates the “Power of One” of Publicis Groupe. From a brief that was initially publicity-oriented, Relaxnews and Publicis Groupe proposed an unconventional response founded on the force of social networks and content.

For the occasion, Relaxnews relied on the know-how of Publicis Media Content for the contest film and website, on the teams of Publicis LMA for the territorial marketing and the press relations, on Carré Noir for the visual identity and in coordination with Publicis Media for the data. Relaxnews additionally piloted the social strategy and the production of content in partnership with AFP services.

How to win an advertising brief, without advertising –
Learnings from Operation French Merveilles:

1 – Respond in a non-conventional manner to win the client… and, in addition, win an advertising brief, with a non-advertorial strategy. The budget was respectable, but small. It was the alternative response to a strategic problematic that won over the client.

2 – Imagine a concept that is as invocative of a publicity slogan as the name of a media: French Merveilles.

3 – Launch partnerships with a highly referenced digital actor: Trip Advisor in this case.

4 – Turn up the volume by employing an accelerator tactic: the Ad Vitam French Merveilles contest, offering a chance to win a lifetime trip in the Provence-Alpes-Côte d’Azur region. The first in the world, which brought 13,000 visits to the site in the first 24 hours of its launch.

5 – Produce content with the lovers of the product: the inhabitants and tourists of the region.

6 – Unite around a central, mobilizing theme: #FrenchMerveilles

7 – Mobilize a “Power of One” team – media, data, creative content, PR, etc. – piloted by the content experts.

8 – Launch the initiative on the terrace of the Publicis Champs Elysées office and ask Maurice Levy for his hand in the project.

The rest is up to you. 🙂

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