Eurobest

Bhuitres

BETC, Paris / BOUYGUES TELECOM / 2021

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Overview

Entries

Credits

Overview

Background

In 2020 Bouygues Telecom's Christmas ad went from being the biggest campaign of the year to the biggest bad buzz.

The ad featured a family with a cousin known for bringing bad oysters to dinner.

Social networks blew up with negative comments . Oyster farmers took it especially badly and reacted by throwing seaweed all over a Bouygues store.

Idea

The brand needed to fix the situation and give real meaning to their signature “we are made to be together” We came up with the idea of turning Bouygues into Bhuitres.

Strategy

The brand needed to fix the situation and give real meaning to their signature “we are made to be together” We came up with the idea of turning Bouygues into Bhuitres.

Execution

The first thing was to change the line in the film that made people so angry. Then we came up with the idea to change the name of the store from Bouygues to Bhuitres (huitre = oyster) for a day. Oyster farmers sold their produce in front of the store and Bouygues gave a free phone case for any oyster basket sold.

Outcome

Google searches were multiplied by 15 in December

Business results were 12% above objectives.

The bad buzz turned into a good buzz.

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