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Fnac Needs You to Assume Outdoors the Algorithm

Do you know that the cultural decisions you make are very a lot influenced by algorithms? Knowledge signifies that 80% of what individuals determine to learn, hearken to, or watch are managed by mathematic formulation. Positive, it’s comfy to at all times obtain options primarily based in your preferences however have you ever ever thought-about what this implies? What’s the actual value we’ve to pay?

Fnac, a French retailer promoting cultural and digital items, desires to encourage customers to interrupt this cycle that solely constrains their cultural freedom with a marketing campaign that defies algorithms. Titled #UnrecommendedByAlgorithm, the mission, created in collaboration with Publicis Conseil, doesn’t counsel content material individuals truly like. As a substitute, it recommends cultural gadgets which can be much less prone to pique customers’ pursuits.

As a guardian of France’s cultural freedom since 1954, the corporate desires to assist customers unlock themselves from algorithms, be curious, and develop their cultural horizons. The “first anti-personalization marketing campaign” is developed as a substitute for math formulation and represents Fnac’s response to this rising risk that retains us in a consolation zone — a protected cultural bubble that’s not value it because it limits our data.

The marketing campaign manifests as digital banners onto which cultural merchandise that aren’t usually on customers’ preferences are promoted. To ship these sorts of suggestions, actual information profiles from the writer advert servers are used in order that Fnac can serve content material that individuals have 2% possibilities to love. The banners pop up on customers’ each day digital journeys on information and tradition web sites, who’re then directed to a microsite to find extra concerning the expertise.

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Commenting on the initiative, Marco Venturelli, CEO/CCO Publicis Conseil, CCO Publicis Groupe France, mentioned: “We live within the age of the algorithms. It’s by no means been so essential to nourish the surprising, seek for serendipity, and to flee from the advice bubble. It’s a cultural battle, and a human battle in spite of everything.”

The expertise takes place on social media, the place below the #UnrecommendedByAlgorithm hashtag, a Twitter bot tweets cultural content material that’s nearly fully completely different from what individuals like and share on the community. Complementing the initiative is a print marketing campaign as nicely, denouncing the bias of algorithms in our cultural selections. The thought behind the marketing campaign is to spotlight and remind us all that the unpredictable is the important thing we have to open new horizons.


Consumer: Fnac

Advertising and marketing Group: Julien Le Bescond, Hélène Brosselin, Mélanie Milhau, Christelle Belat


Company: Publicis Conseil

CEO/CCO Publicis ConseilL – CCO Publicis Groupe France: Marco Venturelli

VP Publicis Group: Nicolas Zunz

VP Publicis Conseil: Alexandra Evan

Inventive Administrators: Bénédicte Pelletan, Aurélie Breton

CREATIVE Group – Digital: Julien Colas, Kamel Makhloufi

CREATIVE Group – Print: Thelma Cherpin, Robin Schneider

Strategic planning: Théo Tiret

Account Managers: Claire Viala, Florent Moignard, Ysora Begotti, Alice Arnaud

Head of Digital: Pascal Gaveriaux

Social Media Supervisor: Chloé Ballay


Media company: HAVAS MEDIA

Account Managers: Romain Merielle, Juliette Dupuis, Shadé Tairou, Gregoire Auffret



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