Most branded content efforts in France have failed either because people saw it as fake, or because it failed to entertain them. Indeed, today branded content competes directly with unbranded content released by production companies, users or Youtube celebrities. This “genuine” content is the one that’s the most likely to be shared on social networks.

It has also to be noted that any brand mention on TV is forbidden and punished with tough sanctions against the TV channels, unless it’s considered as “news worthy”.

Also, to go on TV we need the approval of the ARPP, but we don’t for the brand content as it is on the internet so we have more possibilities and more liberty.

On Internet, our idea was to develop a lightweight website made out of characters only. We replaced all heavy data such as pictures and animations with ASCII art, a universal computer art form. It enabled us to create images from symbols and characters, and is compatible with most computers. By scrolling down the page, various interactions seamlessly gave insights, statistics and behind-the-scene stories. We offered to users a never-seen-before interactive experience, while drastically limiting data size: the website weighs 3Mbs, 4 times less than if it had been normally developed.

The campaign was an incredible success nationwide. Major French TV channels, influential blogs and newspapers but also niche ecological medias saluted the effort.

The results? More than 7000 tweets, 30 million impressions and 200 000€ of earned media.

But more importantly, the campaign made everyone realize that, by drawing on human energy rather than natural resources, it only takes willpower to be more eco-friendly.

Global overview:

• 7,312 total tweets by 5,733 users

• 10,421,251 impressions on Twitter only

• 98 % positives mentions

• + 156 000 visits on Twitter profile

• + 2300 followers

• 1455 tweets including the word « genius »