In Paris’ bustling Marais quarter, one of the city’s most difficult places to park, after 9am you’re likely to get a ticket. At 9am sharp, during the campaign, Ricoré girls did a lap of the streets in the area, identifying the cars of drivers that didn’t make it out of bed on time to save them a ticket. The idea: Ricoré pays the first hour of parking to late-risers. So, rather than starting the day with a frown and a parking ticket, they started it with a smile and an invitation to discover Ricoré.

Directly connected with people’s day-to-day preoccupations, the campaign completely refreshed the brand’s "old-fashioned" image. Running on Ricoré’s websites and blogs, a film showing the "You’ve got a ticket" brand-to-one action, generated a lot of interesting comments, from all sides.

The campaign achieved 64% spontaneous notoriety, 47% likeability and 38% purchasing intention, in a quantitative test carried out by Egerie Research marketing.