Entertainment Lions For Music > Music Craft & Composition

PAPA COOL & THE FAMILY

PUBLICIS CONSEIL, Paris / ORANGE / 2017

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Overview

Credits

Overview

CampaignDescription

The idea is to reach all those who are unhappy with their internet speed based on their main internet uses, user profile and digital habits, via the high-traffic websites they visit.

We used social listening to compile a list of internet users' common connection complaints and turned these into a rap song performed by individual members of the same family. Each complaint has its own verse in the rap and each verse has a specific digital target market.

We released five 20-second videos that reflect the uses and user profiles most suited to Fibre broadband. We then put these short clips together to produce a real rap song lasting 2 minutes 50 seconds.

Rap works really well as protest music, so we handed the microphone over to our family of "haters" to create one, with the father of the family rapping a response to each complaint.

Execution

The idea is simple: reach out to all the internet users who are unhappy with their household connection speed based on their main interests, user profile and the kind of device they use.

For example, a young mother uses her mobile to watch a new film trailer online. Our 20-second mobile streaming clip plays as a pre-roll ad: the mother of the family is rapping and complaining about how the connection is too slow for her to be able to watch her favourite TV show online at home. This young woman is also targeted on Facebook and Twitter thanks to people sharing interests and personal information on these platforms.

At the end of the clip, the viewer is invited to check Orange Fibre availability in their area as the first step towards upgrading to Fibre broadband.

Outcome

9 154 160 videos seen, including 6 179 027 seen at 100%, that represent a completion rate of 67% for the campaign.

With a 23% completion rate in average for Telco’s French actors, the campaign is a huge success thanks to the listening of real consumers issues on social media and the very relevant targeting strategy.

Relevancy

We used social listening to compile a list of internet users' common connection complaints and turned these into a rap song performed by individual members of the same family.

Strategy

Social media is the most widely-used platform for people to complain about their slow connections, so we wanted to base this campaign on social listening to ensure we were addressing real customer issues.

We have created specific videos to respond to these connection complaints, and used digital habits, internet uses, main interests and user profiles to reach all the different groups who are unhappy with their connection speed.

We are targeting customers based on their internet uses via social media as well as high-traffic websites like video, music, gaming and streaming platforms. This includes two videos targeting parents specifically.

To reach an even wider audience, we have also made a longer version of the rap video clip.

Synopsis

Situation

Lots of families complain that their internet connection is too slow. While children complain to their parents about it, they and their parents tend to air their complaints mostly on social media.

Brief

How can we promote fibre broadband to those customers who don't have it, but who would really benefit from a faster internet speed to do their favourite things more easily, like watching videos/series online and gaming? And, more importantly, what's the best way to reach them?

Objectives

To improve the image of Orange and its Fibre Packages

To encourage potential customers to use the Orange Fibre availability checker

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