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Category
Customer Experience / CX
Annual ID
OS23_IN049M
About the Work
Background:
If today's cultural choices are available everywhere, our cultural freedom is threatened.
Algorithms are everywhere in our lives and guide our cultural choices. They decide what we read, watch, discover, like & buy.
They are so powerful that they guide us into bubbles where we see only a part of what culture really is. And this can lead to extremely dangerous mindsets & behaviours such as addiction, polarization, radicalization...
Fnac, the iconic culture store in France that has been fighting for open-mindedness & curiosity since 1954 believes we need to start the fight for cultural freedom.
The brand decided to tackle the problem by disrupting the algorithm weapons: their recommendation patterns.
Creative idea / data solution
When it comes to culture, algorithms are driving our choices. For instance, 80% of what people planned to watch on Netflix is based on algorithm recommendations. We are completely losing our free will.
To fight this dangerous pattern, we decided to create the first anti personalization campaign, using data to serve content at the opposite of what people are supposed to like & buy. This was the opposite of traditional digital advertising campaigns which are supposed to be as successful as possible
Data driven strategy
The strategy was to create the first anti personalization campaign to break the bubbles which algorithms put people in.
For that, we created a digital campaign which had the least chance of performing. But the maximum chance is to make people discover something unexpected.
The banners were based on data profiles to serve cultural things that had only 2% to be liked... according to algorithm recommendations.
Data driven results
- 1 million impressions with the digital banners
- More than 4000 visits to the unrecommended by Twitter algorithm account in just 2 days
A record engagement rate (like, share, start a conversation...): 35,7%
= X 1800 compared to the cultural good industry average
= X 715 compared to other sector averages
Click-through rate from Twitter posts to Fnac website: 12,4%
Click-through rate from display banners to Fnac website: + 300% compared to campaign average
2023 Awards
Total Points: 3
Merit
Credits
Agency
Publicis Conseil / PARIS
Havas / France
Art Director
Kamel Makhloufi
Copywriter
Julien Colas
Chief Creative Officer
Marco Venturelli
Chief Marketing Officer
Samuel Loiseau
account director
Anne-Sophie Largouet
Account executive
Alice Arnaud
Account Manager
Ysora Begotti
Gregoire Auffret
Lauriane Fournier
Arnaud Lefort
Advertising & Media Director
Julien Le Bescon
Assistant art director
Morgane Maillard
Melanie Martin
Business Director
Florent Moignard
Client Leader
Claire Viala
Community Manager
Chloé Ballay
Creative Lead
Aurélie Breton
Bénédicte Pelletan
Digital Designer
Richard Leroy
Digital Manager
Sophie Radet
Havas
Juliette Dupuis
Head of Digital
Pascal Gaveriaux
Partner
Romain Merielle
President overseeing creativity
Marco Venturelli
Strategic planner
Theo Tiret
Natacha Hannothiaux
Traffic Creation
Nassima Tsizaza
Vice President
Nicolas Zunz
Vice-President
Alexandra Evan
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