The 'Omnipub' marketing stunt

The 'Omnipub' marketing stunt
SHARE
THIS



French indie agency Fred & Farid Group has taken credit for the failed Publicis-Omnicom merger, branding the doomed marriage a marketing stunt with a cheeky parody case-study.

The full mock case-study from the Paris and Shanghai based digital creative group is below and also in video form.

http://www.youtube.com/watch?v=KxKQNtByeIE

"The communication business is dominated by giants… worldwide companies driven by CFOs, shareholders and stock markets. They eat up and digest any company tickling them in their world domination plan. It's harder and harder for creative boutiques to survive.

So at Fred & Farid, we had an idea…

Why not organizing an epic #fail with 2 giants? Instead of the usual David against Goliath… we made a Goliath against Goliath story. We created… the "Impossible Wedding"… an impossible marriage in between Omnicom, the biggest American network… and Publicis, the biggest French network… a New World Communication Order.  Code name: "Omnipub".                                                                                                                  

Here is how we proceeded…

First we sent a fake letter from Omnicom's CEO's John Wren, to Publicis' CEO's Maurice Levy : "Dear Maurice, I'm not insensitive to your gallic charm, and I've always loved French fries. To be brutally honest… I think we should marry… merge our groups into a 35 billions family and dominate the world. Ps. Don't worry, I'll be the bride at the church".

Meanwhile we sent another fake letter from Maurice to John : "Dear John, you might think I'm a bit Frenchy crazy… but I've always admire G. Bush's creativity to win elections… and bacon ice cream. I think we should marry… merge our groups into a 35 billions family and dominate the world. Ps. Don't worry, I'll be the bride at the church".

They instantly gathered the press to announce the good news: the wedding would happen in a few months… the whole world would be invited… and the newly composed family would protect us from evil data minded Google & Facebook.

To spice things up, we asked anti-trust laws and governments regulations to slow things down a little… hoping a few obstacles would fuel their desire…

Then… when it was time to seal the deal, John and Maurice realised our little trick: There was no bride! Just 2 grooms… None one would sacrifice to play the bride! "Hey… I am the one proposing!" said John. "No. I am the one proposing" said Maurice.……….."You’re the bride!"…. "No, you’re the bride!"… I'm buying you!"…"No I'm buying you, buyer!"…

Then, we asked a giant KOL, Sir Martin Sorrell, famous for his romantic style, to comment and push our case in the press: "When Maurice said to John atop the Arc de Triomphe, all of this could be yours John, he took the bait." "Wren was charmed by Levy into believing Levy would ride off into the sunset."

These punchlines went viral like crazy… making the whole world participate to a very bizarre "pre-divorce ceremony" with 24 000 mentions in a week (Topsy), 500 000 web pages over 9 months (Google)… and an estimated cost of 100 millions dollars (AdWeek).

But most importantly, our "Omnipub project" generated a hilarious series of bizarre "crying-laughing" pic, "pinching-hugging" pic, "Ouch-you're-hurting-me-now-John" pic and "Shall-we-jump-together-now-Maurice?" pic…

In the end, no one was hurt… and this little story proved once again… that love really is blind."

Please login with linkedin to comment

Latest News

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films
  • Marketing
  • Media

Bastion Collective Acquires Melbourne-Based Production Agency Bengar Films

Independent communications group Bastion Collective has announced its has acquired Bengar Films, a multi award-winning creative production agency based in Melbourne. The acquisition will enable Bastion Collective to merge the significant expertise of Bengar Films with its existing Sydney-based content production business Bastion Stadium, which will rebrand to Bastion Films as part of the integration. […]

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season
  • Media

Network 10’s ‘Playing For Keeps’ Gets Green Light For Second Season

The siren may have sounded on round one, but the salacious controversies and delicious drama surrounding Australia’s favourite posse of WAGs is just kicking off. Network 10 has announced that Playing For Keeps is returning to television screens in 2019. The new series will continue to lift the curtain on the seductive world of football’s elite, […]

Slack Makes Brand Campaign Debut Down Under
  • Campaigns
  • Media

Slack Makes Brand Campaign Debut Down Under

This week, the collaboration hub app Slack is making a colourful splash down under, with the launch of its inaugural outdoor brand campaign. The campaign is aimed at helping Australian office workers and business travellers improve collaboration at work. Running throughout November, the campaign “Collaborate with Slack” features out-of-home advertising in office buildings on the […]

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose
  • Campaigns

SSROC Launches Recycling Campaign With Retro Video Via Paper Moose

The Southern Sydney Regional Organisation of Councils (SSROC) has launched a new campaign to raise awareness of improper recycling habits with a humorous retro video via Sydney agency Paper Moose. The campaign aims to educate residents on unbagging their recyclables before disposing of them in the yellow bin. Recycling in plastic bags can’t be recycled […]

Magnum & Co Makes Four New Appointments
  • Marketing

Magnum & Co Makes Four New Appointments

Following a number of new business wins, independent communications agency Magnum & Co has announced hour new hires. Holly Saich joins the agency as brand leader from London-based agency TRO (TBWA sister agency and part of the global Omnicom network), having led campaigns for Vespa, Jim Beam, Rolls-Royce Motor Cars, Air New Zealand, and UGG. […]

Cannings Purple Bolsters Digital Content Team With Trio Of Hires
  • Marketing

Cannings Purple Bolsters Digital Content Team With Trio Of Hires

WPP-owned strategic communications consultancy Cannings Purple has announced three new appointments to its design and digital team. Simon White (pictured above, middle) has joined Cannings Purple as content editor, Glenn Langridge (pictured above, left) has arrived in the role of digital marketing manager, and Morgan Ballantyne (pictured above, right) is the firm’s new media intelligence […]