Radio ad: BNP Paribas: #Study with Roland Garros

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CHALLENGE
Every june in France, 700.000 high-schoolers study for their Baccalaureate (French High School Diploma). Unfortunately, at the very same time there’s also Roland-Garros. The French Open is so eagerly awaited that students watch the game instead of studying for their Baccalaureate. As a major sponsor of Roland-Garros for years, BNP Paribas decides to help the young target to solve this issue.

IDEA
BNP Paribas launches #StudyWithRolandGarros : the first mobile web radio that broadcasts live sports commentaries provided by high-school teachers. We asked teachers to comment live on the tennis competition, in a manner that draws parallels between the match and the Baccalaureate curiculum (History, Philosophy, Economics…). We specially developed a technology that allows users to synchronize perfectly the live commentaries with the TV Stream. To follow the match while studying, we invited user to mute their TV and launch the web radio with their mobile. During the entire operation, users could interact and ask the teachers questions at any time through live chat and Twitter.

RESULTS
+23 minutes : average listening time
+5.000% : web traffic
42 hours of live commentaries
+20.000 high-school students
3.000 chat messages received