Vous seriez mieux en Mii...
You drop creative and unleash a campaign that is anything but politically correct (you could even call it a provocation) especially aimed at young urban women, and puts a (glaring) spotlight on public transportation.
You do this by putting out short and somewhat warped viral videos and you offer financing nobody could refuse (€2 per day). This device is monitored totally, and it blends digital media, social networking, even planning, free media exposure and attention, and it’s driven by Return on Investment!
YOU’D BE BETTER OFF IN MII
A knock-out device that mixes viral, street marketing, and digital.
Digital Media + Event + Social Networking = perfect match
Combining digital/social (Youtube, Facebook, banners, e-mailing, mini-site) and event organization (to get public transport users to try out the same trip in a Mii). It’s all aimed squarely at the 25-35 year-old urban woman, and it’s targeted super-locally (Paris, Lyon, Toulouse).
3 hilariously true to life videos and a devilish buzz.
The guy who doesn’t smell fresh as a daisy on the morning train to work, musicians who blow out your eardrums on the 12, and the bus that whizzes past you after you busted your butt some killer day at work…working women have seen it ALL! So they’re hooked in just a few seconds to see how “life would be better in a Mii”.