Cannes Lions

Les Heures Magiques

72ANDSUNNY AMSTERDAM, Amsterdam / GOOGLE / 2016

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Overview

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Credits

Overview

Description

In the days running up to summer 2015, Les Heures Magiques invited Parisians to rediscover the city's often overlooked outside gems and activities. 51 free activities and places, curated by the blog Paris Zig Zag and street art collective Paris Underground, included street art tours and classes, secret sunset picnic spots, guided city tours through Paris’ undiscovered areas and ping pong and petanque in one of the many unexplored city parks.

As summer turned to fall, Les Heures Magiques returned to help Parisians discover another side of their city when days got shorter. We worked with influencers to surface subcultures and curated a month-long calendar with innovative and sustainable activities in Paris, such as a critical mass LED bike ride through the city at night, an underwater experimental music event, a african blend fabric event, cooking with crickets and even a week long freegan pop-up restaurant.

Execution

We collaborated with influencers, cultural partners and the City of Paris, to get under the skin of emerging subcultures and created a month-long calendar of inspiring events for Parisians.

A cross media campaign, with social media at its heart, brought Google to the front of the cultural conversation during spring and autumn in Paris, catching Parisians at that key moment right after work when they are looking for inspiration on what to do.

Films, photos, GIFs and cinemagraphs were targeting specific audiences at set times on Instagram, Twitter and Facebook. Strategically placed and timed OOH and paid media nudged Parisians to do something new and got support from many

free publications.

The campaign was supported by a responsive microsite that featured all content and events and integrated the best of Google products - including features like knowledge cards, maps, calendars and with access to the Google App to find out more.

Outcome

Google received great support from Parisians, who were quick to participate in the organized activities and events. In fact, all the events were booked to capacity within hours of publication on Facebook.

Share of voice amongst influencers and press peaked shortly after launch and even the mayor of Paris tweeted to encourage Parisians to explore the activities offered through Les Heures Magiques.

The campaign received a wide range of press coverage, resulting in over 150 articles, ranging from fashion- to tech- to cooking blogs.

Since the launch of Les Heures Magiques, brand perception has gone up with:

82% with users saying “the campaign gave them a positive image of Google”, and

75% claiming “they learnt something about the Google app.”

Google’s social channels have seen their local communities grow rapidly (+50% followers on Twitter) and engagement is consistently twice as high across all channels, since the Les Heures Magiques campaign.

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