The Playbook Paris cereal-bar campaign
Launching "la newsletter politique du petit déjeuner" with 9,000 politically seasoned cereal bars, served across the power centres of Paris - from the Élysée to the Assemblée Nationale.
The brief
Playbook Paris launched on 8 February 2021 - POLITICO's daily morning briefing for French politics, "la newsletter politique du petit déjeuner". In the context of launching Playbook Paris and Paris Influence, we wanted an experiential way to make the political class pick it up, literally.
The idea
If Playbook is the political breakfast, serve it like one. With Wunderman Thompson Paris - now VML bringing the creative to life, we produced "Political Breakfast" cereal bars with taglines linking breakfast to politics: "L'actualité politique c'est comme le pain, c'est plus croustillant à 7h00 le matin." "Mangez. Bougez. Critiquez." "Aucun E12, E24, E34. Beaucoup de LR, PS, LFI, RN…" "Désolé si vous aimez ce qui est édulcoré." Every wrapper carried a QR code straight to the day's newsletter.
The rollout
We served breakfast from a branded tricycle around the spots where France runs: the Élysée, the Assemblée Nationale, Sciences Po and the Sorbonne - backed by a hyper-targeted digital layer. I found myself driving the tricycle around Paris, handing cereal bars to the people who run the country.
The results
9,000 cereal bars distributed. Around 3,000 QR-code scans. Roughly 2,000 new subscribers during the campaign - and coverage in CB News. Paris Influence, one of the products we were promoting, went on to win the Prix d'argent at the Prix Stratégies de l'innovation média 2022. A launch the Paris bubble still remembers.
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