Cannes Lions

So Actif Play

SWEET PUNK, Paris / SOCIETE GENERALE / 2016

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Overview

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Credits

Overview

Description

Working life generally begins with a starting gesture, so we wanted to give young people the desire to embark on their future lives with energy and with enthusiasm in building their personal and professional projects.

18 to 29-year olds expect help in the form of advice and wish to be taken seriously. In order to develop young customer loyalty, and attract others, Societe Generale launched its So Actif offers and commissioned us to provide a solution to increase customer awareness.

We suggested multiplying their wishes tenfold via a first-ever, interactive, games and XXL video-projection stunt-marketing event. One crucial question was put to the crowd: are you ready to take the first step? (To the bank.)

The campaign was posted on YouTube and on a competition and interactive video control website.

Execution

The support is a visual projection of a larger-than-life sized dancer on the Fabre museum wall in the center of Montpellier.

A mere step inside a circle triggered off a spotlight which lit up the facade. The 126 bpm show lasted for 2’30” on a 38m x 15m screen.

The event then continued on the internet: cybernauts saw the dancer again on the “So Actif Play” events website and could control him, this time, with their mouse and try to win prizes (driving license, house-removal costs, gift vouchers, etc.).

Outcome

The event was a complete success with over 206,289 So Actif website hits - in comparison to 23,000 the month preceding the campaign - and over 284,000 consulted pages.

The events site accounted for 92,962 users with an average visit time of 1’30” and over 159,000 decor option interactions.

We recorded 9,715 registrations for this competition.

The So Actif Play won three awards (Website of the day by CSS Design Awards, Site of the day by French Design Index and a FWA Mention).

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