Isabelle Picot
Agency Management at BETC Paris
Paris, France
TitleThe no escape game
Campaign The no escape game
Advertiser Addict Aide
PostedNovember 2018
Business Sector Culture, Leisure & Sport
Story Alcoholic people can’t escape their addiction on their own.
Addict Aide, a digital platform dedicated to addictions, that offers all kinds of tools to help deal with addictions, wanted to reach out to a very specific target, very large yet very invisible: alcoholic women. Most of them are well-educated, with good careers, and families, and are secretly trying to deal with their addiction.
Female alcoholism is such a taboo in our society that they usually don’t feel they can ask for help. And the people close to them don’t know how to recognise the signs of their addiction, and help them deal with this disease
The objective was to raise awareness about female alcoholism on a large scale, to a wide audience, especially among young people (20-35 y.o). This is why we chose to « high-jack » the principle of the Escape Game, that is « trending » these days in France among the target.
We invented a one-of-a-kind escape game, inviting people into the past life of a real alcoholic: Laurence Cottet. The escape room was built to be the exact replica of Laurence’s apartment as it was in her darkest years, where all the signs of her addiction were perfectly recreated. Over 7000 people played and tried to find Laurence’s secret, in real life and online. But not one found Laurence’s secret.
Until she revealed the truth herself.
Thanks to a large media coverage, female alcoholism became a social debate.
More than 50K people visited the educational website in 48 heures, and spent over 200 000 minutes in Laurence’s apartment to learn how to help someone close to escape from their addiction.
2 possible ways to « play » Laurence’s Secret, for one month
1/ An IRL escape game hosted at The Escape Lab, a company specialized in escape games. After 40 min of investigation, Laurence herself came to reveal her secret to the gamers, and explain all the signs they had missed or misinterpreted.
2/ A website to visit Laurence’s apartment virtually, and try to guess Laurence’s secret.
On February 12th, Laurence herself revealed her secret through a video that was sent to all players.
Trafic to the Escape Game was mainly driven through The Escape Lab social networks and influencers that lived the experience and decided to promote it to their followers.
Campaign Description
It’ s 2009 in Paris, in the apartment of a woman named Laurence.
Equipped with Polaroid cameras, guests were invited to examine her apartment thoroughly and photograph any relevant evidence in order to discover Laurence's secret. Signs of a struggle, a suspicious red stain on the carpet, coffee beans in her handbag.... What happened here?
During a month, over 7000 people played in a reconstruction of Laurence’s apartment, following clues, in real life and online.
Not one of them was able to reveal Laurence’s secret.
Laurence is not a murderess, a KGB agent or a vampire. Laurence is not a fictional character. The truth is something quite different, yet just as troubling. In 2009, Laurence Cottet was a wealthy woman who had a good career with a senior position in a large French company.
But Laurence was also an alcoholic.
Media Type Television & Cinema
Client Management
Client Management
Art Director
Production Studio
Traffic Team
Traffic Team
Game Designer
Film Editor
Post Producer
Executive Creative Director
Sound Production
Activation Strategy
Activation Strategy
Agency Management
Agency Management
CCO Stéphane Xiberras
Art Director Rayhaan Khodabux
Copywriter Rémi Campet
Traffic Marie-Caroline Pupin, Morgane Tresal
Producer Stéphanie Huguenin
Game Designer Alexis Moroz
Director Arthur Cemin
Set Designer Vincent Dizien, Christophe Bonnet
Film Editor Manuel Guillon
Graphic Designer Pierre Edouard Joubert
Post Producer Clément Lesgo
Activation Strategy Julien Levêque, Charlotte Jacquety
Client Management Michel Reynaud, Amine Benyamina
Agency Management Catherine Emprin, Isabelle Picot
Entrant Company BETC
Idea Creation BETC
Production GUM
Production RITA FILMS

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