In France, the ‘Sapin law’ has restricted the opportunities for brands to communicate in the media.Thanks to editorialisation and mediatisation of content, brands have been able to transform their brand strategy into creative concepts and to make them shine in the most pertinent and efficient media.The goal, thanks to media, is to multiply experiences, contacts and conversations between a brand and its targets, in order to convert them into business.

In France, any content displayed in order to increase cross media brand visibility is considered branded content: short programs, billboards, media partnerships, experiential events, digital platforms, brand channels, entertainment and information programs, social media programs etc.Some rules must be followed. The concepts must be:• totally coherent with brand strategy • integrated into media strategies of the media agency• correlated to buying strategies of the media agency • measurable in terms of impact, efficiency and ROI, on qualitative and quantitative criteria

The force of this campaign is that we relied on all the social assets of both the brand (HP fans) and David Guetta's strong community. The audience was already in demand for content about David Guetta. HP made it possible and gave them the opportunity to enjoy even more experiences. For example, the 100% High Tech HP float at the Technoparade event allowed the audience to see the DJ exactly where he was discovered.

For France, a crowd on cloud nine, a very successful cross media operation, with more than 10 media partners that has generated more than 472m contacts, more than 17,500 social interactions on all the activated networks, all very positive from the audience, and more than 10m free media contacts.The HP Facebook page has won more than 20,000 fans, a very positive and coherent image for HP.