It was an exciting time for the folks at French Tech when they were invited to take part in the SXSW festival in the USA earlier this year. French Tech, a group marketing themselves as a ‘Start Up EcoSystem’ were thrilled to attend, and have a stand at the event, until they realised one sad little fact: Nobody was interested in what French were doing with technology.
They needed something to grab people’s attention and, incredibly with only a few days and essentially no budget, they came up with the #TweetCellar
Why It’s Clever
It’s A Play On Traditions: You don’t need to be a entrepreneurial genius to be aware of the fact that the French are famous for their wines. Producing, and indeed drinking, great wine is an embedded part of French culture, and highly associated with its national identity. So, French Tech has definitely taken a sip in the right direction by pairing their #TweetCellar campaign with this. Straight away, it’s a strong link between the French identity, and the French Tech group, both of whom are intricately connected, and want to be associated together. Bringing the traditions of the French into the modern world of technology bridges what might have otherwise been a generational gap between French stereotypes, and the actual French people.
It’s Locational: This is probably the smartest thing about the whole #TweetCellar campaign. It was an innovative ‘off-the-cuff’ idea that didn’t need anything major to succeed except a correct understanding of the space in which it was launched. Getting #TweetCellar started at SXSW was a smart move that essentially worked on a massive audience of people already monitoring the twitter feeds of the event, allowing a kind of piggyback action to get momentum. Everything about the campaign was suited to the space, and to the audiences involved, and that made it one very clever strategy.
Why It Might Not Last
This is where it gets a little tricky. French Tech is obviously bringing more attention to the campaign with the video they’ve just released, and from a look at their feeds it looks like they’re trying to get it moving again. The problem with this is, a lot of the magic of #TweetCellar really was because of the location and the smooth, perfectly times execution of it. Sure, it might be one of those things that really takes off with the masses online, as a kind of twitter meme. But it’s just as likely to lose traction, and fall by the wayside of the fluid guerrilla marketing world.
Advertising Agency: BETC, Paris, France
Creative Director: Stephane Xiberras
Art Director: Alexandre SAAD
Copywriters: Cyrielle Debrun, Rohan Fernandes ,Fanny Molins, Guillaume Audi
Published: May 2014