The performance against set objectives:

After only one month we had 195 217 unique visitors and 276 780 visits for a total of 1 689 159 page views. The average time spent on the video is about 00:03:05( which is great for a 3 min video). The video has been shared on Facebook more than 4 200 times and liked more than 4 600 times. Around 2 000 tweets were made about it in only one month.

Output/Awareness: We received worldwide media coverage in France, UK, US, Germany, Italy, Switzerland, Belgium, Spain, South America, Greece, Asia and Australia (more than 500 clippings).

The campaign ran on one single media - YouTube. It was actually one of the constraints of the original brief, since the video should be seen worldwide, both within and outside the network. Also, over the years Maurice Lévy’s end of year YouTube video has become a traditional rendez-vous between the CEO and the 59 000 employees of the group.

The originality of this project lies in the appropriation and hijacking of the pretty straight and top-down media that is YouTube.

For the traditional Publicis Groupe end of year greeting, we hacked the YouTube player functionality to surprise each viewer with a very human and personal response from CEO Maurice Lévy. The CEO personally interprets each navigation command by the viewer on the fly.

“Fast forward” - he shuffles through his notes to skip to the next part.

“Pause” - he takes a break.

“Change Volume” – he shouts or whispers.

“Change quality” – his office interior downgrades or upgrades.

By giving each employee the chance to boss the Big Boss, we sparked interest in an otherwise conventional corporate message.