Cannes Lions

SMALLEST DEMONSTRATION AGAINST UNEMPLOYMENT

OGILVY & MATHER, Brussels / EUROPEAN PARLIAMENT / 2014

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Case Film

Overview

Entries

Credits

Overview

Execution

Political debates are not popular. By organising a more TedX live event we managed to bring the excitement in the debate and the politics out of it. To make an event of the European parliament known and more 'sexy', we had to create a buzz making guerrilla activation to stand out in a city like Paris where 1000 exciting things happen at the same time.

The idea of the smallest demonstration with all 'problematic' professions in an artistic visual expression was exactly what fashionable Parisians noticed. And it demonstrated strongly the creative approach of the event, making the EP 'trendy'.

Outcome

In 1 week

- more than 125 posts appeared on social media and blogs in France and beyond

- The hashtag #reactparis has been used 1223 times, by 340 different users

- We reached 2 million Twitter users

- and 20 million users on Facebook (9 million in France, 11 million worldwide)

- 10% increase of the number of fans on the Paris EPIO Facebook page

- 28% increase of followers on the EPIO Twitter feed

- More than 6000 hits were recorded on the ReACTParis web page.

During the conference 1#ReACTParis became trending topic, TOP4 Paris and TOP7 France.

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