Cannes Lions
CLM BBDO, Boulogne-Billancourt / JALOU MEDIA GROUP / 2015
Overview
Entries
Credits
Description
By launching a new format and a new signature, L’Optimum Magazine wanted two things. An immediate raise of its sales, first. And of course, that people be aware of this new positioning. This entry, describe the audacious twitter activation launch that enabled L’Optimum Magazine to reach its two goals. The promotion of the brand. And a true impact on the sales.
Execution
To make noise about this MAKE YOURSELF REMARKABLE positioning, L’Optimum Magazine decided to make its readers truly remarkable, and came up with an audacious launch campaign, cleverly hijacking one of the worst practices in digital marketing:
TO ILLEGALLY BUY TWITTER FOLLOWERS...EXCLUSIVELY TO OFFER THEM TO ITS READERS.
1 L’Optimum Magazine purchased, 5000 Twitter Followers offered. That is the very unusual offer made to every reader of L’Optimum’s October issue, who seen their Twitter account, instantly credited.
Outcome
Throwing a little snub to the dictates of Internet audience, this very off-beat humor offer immediately provoked a huge debate on Twitter, raising the MAKE YOURSELF REMARKABLE positioning as a hot topic.
Then the conversation hit the media, which generated :
- more than 480 000 euros of earned media
- 12 millions of followers offered in 72 hours
- +300% of sales increase for L’Optimum Magazine in October
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