Ten alien ‘children’ were placed across eight French cities, with fans encouraged to search for them by following clues placed on a website and on radio ads. Flyposters were used to advertise the website around the towns. “We aimed to create an emotional link between the brand and consumers who aren’t necessarily fans of science fiction,” say creatives Benjamin Le Breton and Arnaud Assouline who came up with the idea.
Each alien-child found earned the rescuer a reward of €500. Once nine of the figures were located it was revealed that the tenth had been placed in an orphanage, where it could be interacted with via a website and a page on Facebook.
CD: Stéphane Xiberras.
Production co: Quad
Director: Reynauld Gresset.