Fnac - "E-rotic Touch"

Marcel

Marcel Paris, France

8386

Brand: Fnac
Country: France

Advertiser: Fnac

Title	E-rotic Touch
Agency	Marcel
Campaign	E-rotic Touch
Advertiser	Fnac
Brand	Fnac
Posted	November 2013
Business Sector	Drugstores, Specialty Stores
Story	Passages from bestseller Lady Chatterley’s lover were printed along the megastore walls. Customers were encouraged to caress the words with their fingers.Using a specially engineered “granular synthesis and motion detection” customers’ touch triggered a prerecorded reading of the text via directional speakers at the exact pace of the touch. As fingers caressed the words, the extract becomes a sensual journey guiding visitors in a playful way to the erotic book section.Visitors touching the words one after another to trigger the full pre-recorded passage of Lady Chatterley’s lover were literally guided to the book section in a playful way.
Philosophy	We created the “Erotic Touch”, an interactive and erotic audio book experience that was controlled by people’s touch.
Problem	Promote La FNAC megastore’s Week of Eroticism and more specifically drive customers to the unfamiliar erotic books section in order to raise awareness and sales.
Media Type	Promotion & Event
Length	101 seconds
Advertising Manager	Katia Hersard
Advertising Manager	Amandine Morel
Account Manager	Joséphine Lipp
Account Manager	Jeanne Neuschwander
Account Supervisor	Olivier Sebag
Copywriter	David Buff
Agency Producer	David Buff
Executive Creative Director	Dimitri Guerassimov
Creative Director	Dimitri Guerassimov
Copywriter	Dimitri Guerassimov
Creative Director	Eric Jannon
Copywriter	Eric Jannon
Chief Creative Officer	Anne de Maupeou
Creative technologist	Etienne Durand