Brand content should soon become the only form of advertising. This statement illustrates well, the tendencies that we can observe on the French advertising and communication market. Although brand content is called to reach higher levels of use and complexity in the coming years, France has yet to harshly regulate it. If national organizations such as the CSA already works to ensure the respect of deontological rules, this growing field still enjoys a wide array of creative possibilities.

Based on Havas Group Event celebrating an iconic figure with worldwide aura, the campaign had the perfect condition to reach a maximum audience (Havas agencies on a worldwide level, advertising aficionados and professionals…)

The idea was from the start creative and innovative, but it grew stronger thanks to a digital strategy that made the most of new technologies’ appeal. (use of 3D printing technology, blogging, hashtags and social media)

With a reputation and an employer-branding goal, the campaign was design to be playful and to engage the audience at different levels (use of teaser videos, branded goodies and stimulating activities or games)

In a context of intense competition where it is difficult for an agency to promote its own brand content, this campaign was well received and allowed W to shine on the global arena as an innovative and creative agency.

With 39,995 views on the Facebook page, 367 likes for the original post, and many tweets for both the original event and its employer brand counterpart, the campaign had a great social media presence. As a Havas Group event, Séguéla’s birthday had an international echo and allowed W’s campaign to be recognized by specialized and generalist blogs both in France and abroad as an innovative and original action. Furthermore, the buzz around the campaign reached traditional media as the campaign was quoted in the press and on TV. Rare occurrence, the campaign was shown on Canal +, a private and exclusive French TV channel, on the show “Le petit journal”.

The employer brand event generated a traffic increase on W’s recruitment page and of the number of CVs received as well as positive feedback from both students and their schools.

This campaign allowed W to express its DNA as an innovative agency and reinforce its position on the communication market.