BRIDE

ADVERTISER: BESCHERELLE, EDITIONS HATIER Célia ROSENTRAUB, General Manager Éditions Hatier Rachel DUC, Director of the consumer Education Department Julia RÉROLLE, Marketing and Sales Director of the Consumer Education Department AGENCY: BRAINSONIC Guillaume MIKOWSKI, Founder and CEO of Brainsonic Mathieu CRUCQ, General Manager of Brainsonic Alexandre DESOBRY, General Manager of Brainsonic Alban PÉNICAUT, Executive Creative Director of Brainsonic Thomas AUDOIN, Creative director (Artistic Director) Sébastien COMBEMALE, Creative director (Copywriter) Tanguy KREBS, Creative junior Adrien POILBLANC, Creative junior Camille SABATIER, Consulting director Leïla TOUITI, Head of PR

AI is becoming a permanent part of our lives and work, and it's essential to know how to write prompts correctly to achieve the desired results. This is the context behind the Bescherelle campaign, which emphasizes the importance of mastering grammar, syntax, and spelling to obtain the best outcome from AI. Bescherelle, a popular French reference book series for grammar and language usage, has launched a playful campaign to remind people of the vital role of language mastery in our modern and fast-paced technological world. The campaign highlights the continued importance of proper language usage in the age of AI, where speed and accuracy are essential for success. In a world where everything seems to be visual, Bescherelle's campaign shows the irony of AI reminding us of the importance of language mastery.  The campaign doesn't criticize AI but aims to show that language skills are still vital in the age of technology. The creative idea behind the Bescherelle campaign is to use artificial intelligence tools such as Midjourney and DALL-E to generate visuals based on prompts that contain spelling and syntax errors. This results in AI-generated visuals with dreamlike, often humorous qualities that beautifully illustrate the importance of language mastery. The concept has been tested in both French and English, highlighting the universality of the message. Through this creative idea, the campaign emphasizes that while AI can generate impressive visuals, it still requires human input to produce effective results. The importance of the human element in the creative process is underscored, and despite advances in technology, there is still a vital role for language mastery. The Bescherelle campaign was launched in December 2022, with careful attention paid to the timing and relevance of the topic of artificial intelligence, which had become a prominent issue in the public debate. The resulting visuals were disseminated on social media, initially, to generate engagement with the brand. The campaign was scaled up in March 2023, with the introduction of DOOH placement, allowing for wider audience reach and additional touch points. The campaign was aligned with Bescherelle's reputation for innovative communication strategies and viral campaigns. By using humor and irony to highlight the importance of language mastery, the campaign resonated with its target audience.  Bescherelle is an iconic French brand, known for its viral campaigns, to engage with the French public in an intelligent and impactful way. By leveraging the power of AI, Bescherelle is able to create a campaign that is both relevant and personalized to the needs of its target audience. Overall, the Bescherelle campaign is an example of how a brand can use AI to create a more engaging and effective marketing campaign. By leveraging the power of technology, Bescherelle is able to connect with its audience in a more meaningful way, while also reinforcing its position as a leader in the language and grammar space. The campaign generated over 25 million views in earned media, including media coverage and social media engagement, excluding TikTok. Additionally, there were over 130 LinkedIn posts in France and internationally, and nearly 14,000 reactions, all of which were positive. The campaign also received coverage in about 20 articles in France and internationally, as well as TV appearances. The impact of the campaign went beyond mere numbers. A strong community of decision-makers in politics, education teachers, and language professionals shared the campaign massively to emphasize the importance of its message. The campaign successfully achieved its objectives by generating engagement and conversations around the importance of grammar and language mastery, and highlighting the relevance of the Bescherelle brand. The campaign positively affected the brand's perception. This campaign has been awarded multiple times in France, recognizing its creativity and effectiveness in raising awareness of language usage and the importance of grammar.