London International Awards
2022 Winners and Finalists
Bronze
Digital
Media
| Entrant: | HEREZIE, Paris |
| Brand: | Prime Video |
| Title: | "Dubbing Factory" |
| Corporate Name of Client: | Prime Video |
| Client Senior European Creative Director: | Enzo Annunziata |
| Client Social Country Lead: | Juliette Premmereur |
| Client Senior Social Marketing Manager: | Alexandre Andresciani |
| Agency: | HEREZIE, Paris |
| Agency Chief Executive Officer: | Andrea Stillacci |
| Executive Creative Directors: | Paul Marty/Etienne Renaux |
| Creatives: | Natan Ritaly/Raphael Sold |
| Agency Head of TV: | Tanya Kozlova |
| Agency Producer: | Laureen Rigot |
| Agency Social Media Director: | Fabio Lazzetta |
| Agency Social Media Managers: | Solène Oillic/Elise Casati |
| Agency Business Director: | Dimitri Boudnikoff |
| Agency Account Executive: | Agathe Colliard |
| Agency Account Director: | Marine Chenu |
| Production Company: | Téléphone Maison Films, Paris |
| Production Managing Director: | Alexandre Meernout |
| Director: | Simon de Montbron |
| Producer: | Lisa Bottelier |
| Director of Photography: | Simon de Montbron |
| Music Production Company: | Octopus, Paris |
Description:
These strong characters are loved by many in a market where half of the population prefers to watch series in the dubbed French versions. Prime Video is also constantly looking for new ways to engage its community on social media and more recently on TikTok, a new platform for the brand who wanted to considerably increase its engagement rate and its number of followers. Introducing the Prime Video Dubbing Factory.
The first 100% TikTok challenge that invited users to become one of the next French voices of their favourite series. To do so, they had to select one of the many scenes the brand had made available on the platform and, using the “duet” feature, dub the actor that’s been muted. Nearly 100 000K participants lent their voices to one of the characters from a Prime Video series and thus promoted the show by sharing the experience with their followers on their own TikTok channels. In the end it was Philippe who was chosen to fulfil his dream and enjoy a unique experience in the Prime Video dubbing studios. He is now one of the French voices for The Boys series, the most popular show on the streaming platform. The Prime Video Dubbing Factory initiative lasted a week in early December 2021. It was accessible on the social network TikTok and was also promoted on other platforms with a drive-to TikTok strategy.
On the platform itself the HTC challenge, One Day Max and Top View formats guaranteed maximum exposure. An influencer strategy capitalizing on the platform’s influencers: Jessy.mp4 (3.2M TikTok followers), epsylonetattoo (2.1M TikTok followers), justinemaarc (4.5M TikTok followers), chloeguerinvoetc (22k TikTok followers), was also implemented alongside real French voice-over artists like donaldreignoux (151k TikTok followers), jpmofficiel (442k TikTok followers) to optimize participations and the vitality of the campaign. +83K unique participations +45M impressions +300M views 12.3M total reach +120K new followers +30 press articles