BRIEF
Promote Un Illustre Inconnu (Nobody from Nowhere), a Pathé movie about identity theft.
IDEA
In order to generate a conversation about the film, we launched a national dialogue about identity theft on Facebook, the social network on which we most freely share the intimate details of our lives.
On launch day, 40 influencers (journalists, bloggers, commentators, etc.) found themselves face-to-face with their Facebook imposters, and experienced the terror of identity theft through the viral campaign we devised for Pathé. Because this uniquely creepy experience caught them off guard by using their public Facebook data in a way they’d never imagined, the influencers became instant ambassadors of our cause and spread the word nationally to their social communities.
RESULTS
40 friend requests on Facebook.
12 million people reached.
5 awards : 1 Shorty Awards Best On Facebook, 1 Shorty Awards Honourable Mention on Facebook Campaign, 1 shortlist for the Epica on Media Innovation, 1 award for the best digital influence campaign at Grand Prix Stratégies du Marketing Digital, 1 Emerald at Cristal Festival on Best Use of Digital PR.
We raised awareness for the film’s release in record time. Radio, television and various publications launched a public debate about identity theft and the importance of protecting personal data alongside the film’s central theme, “Do you know who’s watching you?”.