How do we re-stimulate La Poste contacts’ interest in Proximity BBDO and obtain new briefs? Although Proximity BBDO is one of the agencies referenced in La Poste’s base, briefs are fairly rare and contacts are dwindling.

Win back all La Poste contacts and departments (finance, mail, stamp collecting, Purchases Management, etc) by: showing Proximity BBDO’s creativity and marketing inventiveness; increasing awareness of the agency’s work.

Creative idea: Addiction. Withdrawal. Based on the model of Alcoholics Anonymous, the agency team members meet for a group session with a psychiatrist to discuss how to get over their La Poste withdrawal. Four short films illustrate these epic meetings. Plan: every two days, email a film to the La Poste contacts (Subject: WE MISS YOU). Each film contains a direct link to the website where the actors in the films introduce agency case studies revolving around the theme "meanwhile, we have been working". Follow up with telephone calls to go full circle.

A campaign that led Proximity BBDO to be referenced again in La Poste’s agency base and to be consulted very frequently since. In eight months, no less than twelve briefs were submitted. These requests for proposals represent a gross margin of about €1000K, and 60% have been won by the agency. Some are still in progress. A campaign that, from its launch, was met with enthusiasm by the contacts from La Poste, either by email or by phone during follow-ups. "Good initiative", "Great job on those hilarious films", "Congratulations on your original campaign", etc. Awards won: John Caples International Awards: First place and Best in Show Mondial du Marketing Relationnel et Promotionnel (Méribel): Special Award, Advertisers.