“If he had managed his savings better, Michel Polnareff would not need to advertise our savings solutions.” A slogan that appears bold and full of self-deprecation. Especially when it is the real Michel Polnareff who appears in said advertisement, he who had refused all requests of this type until now. The company that managed to get the artist’s “yes” is Yomoni, a player in online savings management. Eight years after its launch in 2015, the company is embarking on a quest for notoriety with, at its side, the communications agency Brainsonic, chosen at the start of the year after consultation with agencies and taking over from Retrofutur. The company whose main competitors are the big banks is orchestrating its first campaign of this magnitude here.
Producers know that having a celebrity to manage on set is not necessarily fun. With the help of Warner Music France, the project was presented to him and the singer had ” very like “ to do it according to different people involved. Why this choice of the father of Marylou and of The Doll Who Says No ? “We had to support the cicada side [en référence à la fable La Cigale et la Fourmi] and the side known to all generations”, says Guillaume Mikowski, president of Brainsonic. Yomoni aims broadly and in particular the CSP+ and those aged 35 and over. “He agreed to take a step back from his life, to play the role of sandwich man. It’s really him, not his double! »welcomes Tom Demaison, Yomoni communications director.
For the film crew, an appointment was made in Versailles last July – at the end of the singer’s tour. Directed by Adrien Armanet, from the production company Henry, who has already filmed with John McEnroe (for BNP Paribas) and Owen Wilson (for Oreo), among other personalities. “We chose Adrien for his fantastic work on light, in particular”, notes Guillaume Mikowski. A choice all the more judicious as his relationship with the artist would have sparked.
The advertisement is presented in the form of a making of advertisement. It depicts the few seconds of setup preceding the start of the shoot – organized in a distinguished setting with a white piano, chandelier and heavy curtains on the windows – then the shoot itself. We see the team adjusting the latest logos and camera shots. Take a close-up of pins worn by Michel Polnareff and showing the distinctions received by Yomoni. In this discreetly prestigious setting, the artist grows impatient (or pretends to). In other words, the script pushes the idea of shift to its maximum. “We see that the shift can be used in advertisements with celebrities (like Brad Pitt who does not speak or Jean Dujardin who is not there at Boursorama), there, it is pushed even further”, believes Adrien Armanet who, to get to the bottom of the concept, appears furtively in the images in his own role. The self-deprecation does not only come from the artist but also from the advertiser, careful to ensure that his logos are visible in large format…
Superbowl
This idea of difference would find its inspiration among American competitors. “Our counterparts do incredible commercials during the Superbowl in particular. Furthermore, it’s a country where we talk about money much more easily,” draws Tom Demaison. And Yomoni gives as an example a film from Wealthsimple, a company specializing in financial investments, stating in essence that “the more you save, the better off you will be in your life”. The spot shows a person who increases their purchasing power and comfort over time, managing to buy new goods, a dress, dogs, etc. This type of speech is not “directly transposable” in France, we had to find a way to adapt it. “We opted for recommendation by focusing on a person at the very top of the value chain: a celebrity who will have the audacity to play with self-deprecation on the subject”, details the boss of Brainsonic. Luckily, at the agency, two people were Yomoni clients and took part in thinking about the campaign: their demonstrations of what the offer brought them contributed to “make the brand’s words real” and to inspire this principle of the recommendation. Added to this was the desire to play the “If I had known” card (“if I had known, I would have saved better”) in order to “create urgency in the mind of the consumer” (make people understand the financial consequences of decisions not taken years earlier).
A worthy investment
Filming lasted two days including preparation, including half a day with its star. “A really easy shoot because Michel Polnareff wanted to do it. He participated in the ideation phase and the duo with the director worked very well. For example, he asked if he seemed angry enough…”raconte Guillaume Mikowski. “It was not tense but warm and he played along, completes Adrien Armanet. There was a real dimension of comedy, he understood the difference to be made, followed the tone.” The investment was worthy of the bet. If the precise figures are not revealed, part of the 25 million euros raised by Yomoni in 2022 was devoted to it. Even the media system plays the offbeat side. Before the first broadcast on October 20, on France 2 before the 8 p.m. news, as well as on France 3 and France 5 simultaneously, five-second teasers were broadcast during the day when Michel Polnareff met viewers the same evening for an unknown reason.
2023-11-08 22:32:08
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