Cannes Lions
ROSAPARK, Paris / MONOPRIX / 2017
Overview
Entries
Credits
Description
So we filmed an almost identical version of the Amazon Go film, changing the voice-over to reflect Monoprix’s pro-human point of view. We then sent it to all the journalists and major influencers in France who had written articles about Amazon Go. We wanted to show that Monoprix was a company that believed in people, and who believe that going to the supermarket is not just about buying food - it’s also about human interaction.
Execution
The Amazon Go film was reproduced almost shot for shot, in a turnaround of one week. We cast similar looking actors, and shot in a Monoprix with similar angles. But the scenes and the voice over were twisted to reflect Monoprix’s point of view. So instead of saying, ‘just use the Amazon Go app to enter,’ we said, ‘you don’t need an app to go shopping.’ Instead of talking about ‘computer vision’ and ‘deep learning algorithms’, we talked about learning about our customers’ needs, and labelled it, ‘Human technology.’ To finish, we adopted Amazon Go’s tagline, saying ‘No lines, no checkouts, no groceries to carry, no, seriously.’
Outcome
Over 90% of journalists who wrote about Amazon also wrote about our parody. This triggered an additional 100+ articles online, which in turn triggered 1000+ tweets by from other journalists and influencers. In 24 hours we had 3,000,000 views, 19,000 shares, a Twitter reach of 27,100,000, a trending topic 2 days before Christmas, and 7.4 million earned media from a total budget of 20,900. (Analysis by Spredfast). The campaign was widely reported in the business press, building market confidence in Monoprix at a time when retail margins were under pressure in France. Analysis of social media recorded an overwhelming positive reaction to our core message – that supermarkets staffed with real people will always offer more than supermarkets run by technology and robots.
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