The Action Contre la Faim NGO wanted to invite the media to a cause that it holds dear: water contamination. We are on March 22nd, World Water Day.
Doesn’t Prof. Lamort mean anything to you? Yet he waves his reaper around Parisian fountains and publishes "Prof. Lamort everywhere, Action contre la Faim nowhere!" on his Facebook page with more than 11,000 fans. As mad as intriguing, he spares no one in his path. It is in this context that the Urban Act Agency has deployed a Clean Tag, Free Wild Posting as well as Fountain diversion tool.
That day, fountains in Paris as well as in many provincial towns were coloured in red, symbolizing the deadly contamination of waters. On Saturday morning at 10am, the Parisian press is there to watch the scene, Prof Lamort himself is in front of the St Michel fountain, he has just contaminated the water and defies the earth and its resources with his presence in front of the media.
The tool is efficient and creative, quickly approved by the profession. Professor Lamort's storytelling is now a case study of successful viral communication, proof that a good concept often starts with a simple idea such as "water contamination kills".
Urban Act will have then ensured the guerrilla marketing aspect of this operation deployed into a movie and told on social networks, via, among others, the personal Tumblr of Prof. Lamort.
The one-time event in the cities of France was therefore quickly and massively relayed:
- On Facebook more than 3,000 people shared the information.
- On Twitter, the LAMORTvsACF hash tag has an estimated extent of 50,000 accounts in just five days.
- The pictures speak for themselves…