People like shopping at their local Monoprix. But there’s one thing they hate: carrying their groceries back home. And yet, most of them don’t use the shop’s delivery services. In order to promote them, we needed to find an insight that they could relate to: you can’t skip a bad song when you’re carrying groceries.

The film opens on a young woman walking down a street. She has headphones on, but we can hear what she’s listening to. And she’s listening to... the worst song in the world. Like in a music video, we cross-cut between the musicians in a studio and the woman, who’s clearly not enjoying the song The lyrics point out just how unbearable her situation is… until we finally discover why she doesn’t skip the track: she’s carrying two huge grocery bags. Instead of making a traditional ad, we made a catchy, really annoying song, that people would remember and relate to. We also faced a big challenge: finding the right contrast between the young woman’s universe and the band’s universe and creating a strong disparity: good taste vs bad taste. But it’s a fine line between bad taste and parody… and we needed to make our story believable.

Our main target was urbans between 20 and 45 years old. To release the song to our customers and to French urbans in general, we had various challenges: To raise awareness about Monoprix delivery services, coming at the very end of the film. To create this surprise with a low media budget. And we needed a song that would stick in people’s mind. Choosing to push a 2.30 minute video on social media might be unusual, but we were convinced that the creation would be entertaining and the sort of thing people like to watch and share on social media. To make sure people understood the whole message, we used a two-phase disposal, playing the full version on VOL, YouTube, Twitter and Facebook with the support of PR and influencers. And making a 15sec short edit only pushing the delivery services and retargeting people who had seen the full version.

Everything was explained through the song – the song is the script and determines what happens in the story. So we had to find the right insights about bad songs in terms of song writing and bring them into the song itself: saxophone solos, keytar, vocoder overdose… Also, just because we were making the worst song in the world doesn’t mean we wanted it to be unbearable. We just wanted to make something that wouldn’t fit with our main character’s universe. So we turned it into a really cheesy song, a guilty pleasure that some people would actually secretly like, and that everyone would remember after seeing the film. So yes, we made it catchy.

The film was first of all revealed on social & digital media and PR. Seeing the social impact of the video, we decided to give it a second life by pushing it on TV. We registered 3,5K reactions on Twitter, immediately after its TV broadcast.

Overall, we registered 16M views of the video, 60K reactions in less than 2 weeks with only 250K media budget. More than 100 articles representing 450M PR impressions, all with no media coverage. 25K people listened to The Worst Song In The World on Spotify.