Like every credit companies Cofidis (famous French credit bank) suffers from a disenchantment on the part of the French people.

This is largely due to many prejudices around credit.

Cofidis seeks to regain the hearts of all customers by bringing humor and proximity in its relationships. The brand wants to ride the wave of its last mode of communication, which wants fight every kind of prejudices.

After the bus of the smile, for "The Parisians always make the mouth" and the ephemeral Library for "the French do not read anymore"...

Cofidis wanted to handle with an event exposed to the worst prejudices (drug use, high alcohol consumption, a rather dedicated teenage event…) THE TECHNO PARADE

French people are known to be Kings of prejudices!!

It is a bias on which Cofidis relies for its communication campaigns. The brand fights prejudices, especially those about financial credits.

The creative idea is to rely on an event (techno parade) generating as many prejudices as the subject of the credit itself.

Techno Parade is a Parisian event celebrating techno music since plenty of years.

Each year you can see more crazier tanks than last year parade in the streets of Paris.

Nobody really expects to meet older people at this event and yet ...

A tank with Cofidis colors break the rules with a band of young retirees on board, jumping and dancing, in a very hot atmosphere throughout the parade! Totally unexpected and never seen before!

Through this operation Cofidis wants to stop of the negative image on credits and banks / insurance in general.

Use older people to target young people was the crazy challenge of our media strategy.

We worked on a brand image campaign that aims to change the way French people look at the credit, and especially young French people.

This bold and innovative strategy has produced an event to generate media noise without resorting any media purchase of spaces.

1 tank fully dressed in Cofidis colors after 8 months of preparation paraded in the heart of the Techno Parade last September 22 in the midst of 400,000 people, from midday to 8pm

A dozen of senior actors danced on the non-stop tank vibrating on the sound of turntables of 4 handpicked DJs including guest star DJ POPOF, former activist of the rave scene.

We even called STUDIO DANIELLE our French "Granny of the Web" (401,000 subscribers on Instagram, 1.2 million subscribers on Facebook) to make the day more eventful and personify the event. She joined the dancers and DJs and especially communicated with her community, including some fans who found her on the spot.

We met lot of very famous visitors (our former French culture Minister Jacques Lang, our Mayor of Paris Anne Hidalgo). We had a hudge press coverage at the height of the event (Le petit Q, Minute Buzz, RTL ...), French curious people who were very warm with festival-goers, and who have found this speech funny, audacious and original.

The bet was won! Bringing an unrivalled image and good feelings to the brand Cofidis.

We created an unparalleled, unexpected and totally surprising brand exhibition!