Since the dawn of time, humanity has hated standing in line. People are always trying to come up with ways of moving up the queue and are capable of inventing highly creative tricks to do so. But the good news is that Monoprix has invented a great service: you can scan and pay for your items directly on your smartphones without going through checkout. So the queuing up is over.

Nobody likes standing in line. It’s what’s left of our reptilian brain, that animal instinct that long ago impelled Sapiens to always serve themselves first in order to survive. The first queue jumper was clearly born at the same time as the first queue and to achieve their goal, they needed a brain that was more creative and craftier than their fellow humans’. This primal ingenuity, totally devoid of scruples, is recreated in this film and reflects what happens in queues every day still today – we have to put up with queue jumpers, or we possibly even are queue jumpers ourselves. So when Monoprix created an application that enables their customers to scan and pay for their purchases directly with their smartphones, without having to queue up at the checkout, they weren’t just putting an end to hours of queuing, but also to thousands of years of moral turpitude.

To best present Monoprix’s position, which is to facilitate city dwellers’ daily lives we had 3 main objectives: to raise awareness about this innovative service, to explain to customers how to use it and to encourage them to download the app. To be sure to reach these objectives, we used a two-phase plan: firstly, a long video on TV and social media, supported by PR and then, a 10-sec tutorial explaining how to use the service retargeting people who had seen the full version.

Firstly, we launched the campaign on television during a famous show that was relevant to the brand’s target audience. It was then followed by several shorter airings. We then pushed it on social media with a first view on Twitter and amplified it with PR to give the film more visibility. We retargeted people with a tutorial that explained how to use the service and encouraged people to download the app. We also worked in partnership with Konbini – a French infotainment media which is very famous for its funny and off-the-wall content – and a French youtuber.

The main character in the film is Julien Pestel, a well-known influencer who’s worked with some of the best influencers in France but who’s also friends with them (Palmashow, Golden Moustache, McFly & Carlito, Cyprien, …). This was a great way to make sure this community would enjoy and share the film. And it worked! In just one day (on Facebook and Twitter alone), the film reached 5,6M impressions, was viewed 2,3M times, but most of all, it generated 165K interactions and an engagement rate of 4% on both platforms.

The film continued to be mediatized on YouTube, Instagram and by Konbini and reached 11M impressions and 8M views in the first 10 days.