In France and in Germany, Branded Content entertainment is mainly accepted. However, setting up an event such as the Erasable Billboard involves a lot of negotiations with the public administration in order to get the right place for the event, to prove that all the installations are safe and to demonstrate the value of the cause.

We set up the Erasable Billboard during the night, before the day of the event. At the time when everyone is going to work in Paris, the outstanding structure attracted the bystanders.

At 10am, after the speeches of several representative of the Mairie de Paris, Sénat, Isabelle Giordano (the patron of the charity) and the director of Plan France that have been highly spread by the media, the two French celebrities and sponsors of Plan, Laura Flessel and Claudia Tagbo, revealed the first illustration.

During the event, PLAN and its partners tweeted about the event. Many people shared pictures on Instagram and Facebook. Lot of them have been shared, liked and re-tweeted. During the event, the association’s official sponsors tweet and re-tweet in order to spread the word.

People started to erase the fresco and when we offered people to donate in exchange for an eraser we had the opportunity to explain PLAN’s action.

All day long, people came, erased the billboard and participated to reveal the second fresco.

Thus, we collected €48,787 of donations during the event and individual sponsors increased by 50%.

More than 50 institutional representatives participated in the event.

In addition to all the bystanders present at the Hotel de Ville and Sony Center in Berlin, we reached €300,000 of earned media.