For people who love videos with cute kittens, Bouygues Telecom offers you a moment of fun with kittens.

It’s because at Bouygues Telecom we know that you love watching films on the Internet with kitten in it, that we have decided to make an Internet film with kitten in it.

It was a digital focused campaign aiming to enhance the virality of the video itself, considering the phenomenon. The operation was structured in 4 steps: 1) Bloggers: we worked with VIP bloggers, developing special material at their attention, in order to create the buzz 2) Teaser: we launched it a few days before the film to make an appointment with our key target3) Film: we launched the spot on YouTube as well as on all the Bouygues Telecom’s plat-forms.4) Mediatisation: pre-roll, YouTube Masthead, sponsored videos, etc.

This image campaign managed to convince and create brand preference for Bouygues in a strong competitive context. Considering the arrival of Free, Bouygues had to stand out and show its differentiation’s arguments regarding quality services and customer care. Mission accomplished as after seeing the film people would say: "BT proposes innovative offer and better customer service than its competitors” (IPSOS test – Nov 2011)Moreover, being the 3rd most shared video in 2011 (Viral Video Chart) with more than 3m views, considering that just €227,000 were invested in media, shows the strength and accuracy of the brand engagement.