November 2019 – Herezie
Free, the second largest telecommunications company in France, continues its expansion throughout the country by opening more physical stores. One of which being a boutique on the Rue de Rennes in Paris, one of the busiest shopping streets in the capital. The problem? It’s not really the sort of news the general public are remotely interested in… A week before the opening of their new store, Free placed a promotional display unit in the window, offering passers-by the chance to win an iPhone 11. To take part, they just had to send a text message saying: “Free is opening a new store in the Rue de Rennes” to make the phone in front of them ring. The problem was that Free didn’t tell anyone the number of the phone in question! So in the end, it was the passers-by themselves, who massively promoted the opening of the new store by sending the text to other random people in France…and all for free.
Case study
Awards
EUROBEST
Shortlist – Mobile