The fight of Play International :
PLAY International is an NGO promoting the direct benefits of sport on health and lifestyle.
According to the World Health Organization, physical inactivity is the 4th leading cause of death worldwide and increasing every year. At the same time, people in France spend over 8 hours per day in front of screens for entertainment purposes, and increasing.
PLAY International is an NGO promoting the direct benefits of sport on health and lifestyle.
According to the World Health Organization, physical inactivity is the 4th leading cause of death worldwide and increasing every year. At the same time, people in France spend over 8 hours per day in front of screens for entertainment purposes, and increasing.
The strategic idea :
On the day of release of the new season of Game Of Thrones, when everybody was heading home to watch it, download it or stream it, we decided to act. We projected a giant spoil in 7 crowded spots in Paris. And for those who missed it in the street, we created Adwords on Google to target all the Torrent or Streaming keyword about Game of Thrones and 20 biggest tv shows. For each episode researched, the first Google’s results were a spoil. Those strategical places and times allowed us to communicate our awareness message about physical inactivity and driving to the anti-sedentary program on our website.
On the day of release of the new season of Game Of Thrones, when everybody was heading home to watch it, download it or stream it, we decided to act. We projected a giant spoil in 7 crowded spots in Paris. And for those who missed it in the street, we created Adwords on Google to target all the Torrent or Streaming keyword about Game of Thrones and 20 biggest tv shows. For each episode researched, the first Google’s results were a spoil. Those strategical places and times allowed us to communicate our awareness message about physical inactivity and driving to the anti-sedentary program on our website.
The results within a week :
• Major French media talked about the campaign and its message, including Canal+, RTL, BFM TV and L’équipe.
• International athletes supported the campaign on Twitter : Nikola Karabatić, Eugénie Le Sommer, Morgan Sanson, Arnaud Assoumani, Romain Danzé... covering 1,4 millions followers.
• 5,9 million impressions on #SPOILTOACT in 2 days.
• 3,7 million people exposed on media and social media.
• Major French media talked about the campaign and its message, including Canal+, RTL, BFM TV and L’équipe.
• International athletes supported the campaign on Twitter : Nikola Karabatić, Eugénie Le Sommer, Morgan Sanson, Arnaud Assoumani, Romain Danzé... covering 1,4 millions followers.
• 5,9 million impressions on #SPOILTOACT in 2 days.
• 3,7 million people exposed on media and social media.
