Capgemini launches a brand campaign to support its new brand positioning.

A pre-launch campaign to create word of mouth in the IT community.A demonstration via the absurd that without change, stagnation is inevitable, with a fake company: Highlet, the world leader in eyelets for safety shoes, has never changed anything for the past 25 years.An international online viral campaign: website, online infiltration, banners, and a reveal across a film.300,000 contacts within a very limited target group (IT Community), 80,000 bloggers.Many press release.Best international viral campaign Festival Méribel 2007Best BtoB campaign Grand prix Stratégies 2008

Demonstrate via the absurd that without change, stagnation is inevitable, with a fake company: Highlet, the world leader in eyelets for safety shoes.Highlet has never changed for the past 25 years; they still have the same work processes, based on the 1980’ hardware and logistic.

Highlet believes that “no change” strategy is the secret of its success, and is proud of it!An international online viral campaign in several steps with a website, online infiltration using the IT community, bloggers recruitment, a buzz banners campaign and a reveal through a viral film.

Over 300,000 contacts on a very limited target (IT Community), 80,000 bloggers.Many press releases.Best international viral campaign “Festival de Méribel 2007”Best business to business campaign “Grand prix Stratégies 2008”