However nothing of didactics in the demonstration

Competition orchestrated by the position on its corporate communication had been the match of the year 2008, which is were quite brutally confronted, in addition to the winner BETC Euro RSCG (Havas), Publicis, McCann, and TBWA/Paris. It is therefore little to say that the output of the audiovisual campaign on 17 may, was guettée with a fever not concealed by the advertising profession.

But it is also true that, on the "green carpet" future mutations, Jean-Paul Bailly company plays roughly. Faced with delicate institutional issues the position should barter in 2010 its status of public undertaking for the company to 100 public capital shoved by Internet, responsible for, in large part, settlement of its mail (in 5 decrease in the first quarter of 2009 with a forecast of 7 throughout the year), confronted, finally, the challenge of full market planned for 2011 opening... the company must fight on all fronts. With an ambition: manoeuvre so that "to the year 2021, our market share falls, at worst, 95 ", insists Jean-Paul Bailly in the media.

Very eclectic populations

Could fear that new institutional campaign ressemblât furiously to the ordinary of the corporate communication: but the first film of 45 seconds designed by the Agency of Raphaël de Andreis and Stéphane Xiberras, followed by two versions of 20 seconds, arises precisely there where person not to expect: the unlikely the "exquisite corpses" align in turn post users field. "Exquisite corpses" "A game is to compose a sentence or a drawing by several people without that none of them can take into account the collaboration or previous collaborations", says the "dictionary of Surrealism", published in 1927. He is thus a few unlikely poetic finds such as "stars strike corrects home without sugar" or "the millipede in love and frail rivals of wickedness with depressed procession."

However, it is less to the surrealists as offering the floor very eclectic people individual, businesses, institutions which are users of the post that thought priority BETC Euro RSCG: "the problem of entry was complex, says Raphael Andreis, President of BETC Euro RSCG, since the general public must perceive what constitutes the specificity of the post mark.the reasons to grant his preference. While understanding its dual nature, the fact that it was both a very large public company, but also a powerful company, perfectly at ease in an increasingly competitive market.

Because that says post said four very different trades: the Postal Bank, the Bank activity, packages and mail... With each time, as many missions as interlocutors (postal financial as advisors) and users (of the SMEs in the cold lover). It is in this context, innovative but anxiety-provoking for some, that the Agency BETC Euro RSCG chose then to put forward a more commonly used concept, that of "maintainer" process, public translation of the idea of "resilience" highlighted by Boris Cyrulnik. By occupying a "true societal role", the position would be able to assume this role in registering in reinsurance activity.

"Where this idea of"exquisite corpses"that allowed to put in the mouth of the English abilities of adaptability and innovation", resumed Raphaël de Andreis. However, nothing of didactics in the demonstration. Gathered on the main square of the small provençal village of Peyrolles, an improvised choir members speak one by one: "I you have a transfer in the night", exclaims one; "My mailing was hardcover to SMEs", welcomes another; "Yours, full of poutous everywhere", maliciously adds a third, "you have received my flowers" queries a fourth. In short, the professional and the emotional, the service and the commercial, each of the singers are supposed to be representative of the French population. While the signing of the spot synthesizes a trait the positioning of the post: "A story told by 64 million French."