Context
For 160 years, the French people have been in a love affair with LU biscuits.
A story so wonderful than in 2012, LU was voted France’s ‘favourite brand’
in front of Danone, Yoplait and Google.
Such a proof of confidence needed an answer. How can we say ‘merci’,
in a way that lives up to the French people’s enormous passion for the brand?
Idea
It all started with a gift to people across France: anyone could get a free photo session with
a professional photographer. Thousands of people took the opportunity.
But there was a twist: for 13 lucky participants, the story didn’t end here. With the complicity of their
loved ones, LU tricked each one of them when & where they least expected it. Gigantic LU-ads featuring
their portraits were strategically placed close to where they lived – giving them a surprise of a lifetime.
The reactions were captured with hidden camera and shared to LU fans as a 100% emotional content.
Results
. 2 Millions views in 2 weeks
. Engagement rate : +350%
