The campaign was built around an alternative guerrilla marketing strategy: a colorful, artistic parade featuring brand ambassadors carrying giant, flower-filled postcards, perfectly reflecting the vibrant identity of Le Paradis du Fruit. This activation took over key landmarks in Paris and Lyon, immediately drawing attention and sparking engagement. Far from traditional advertising, this approach relied on spontaneity and surprise to create a memorable and interactive experience.
By skillfully combining the impact of Digital Out-Of-Home (DOOH) with the virality of social media, the activation reached a broad audience. Passersby spontaneously shared photos and videos, significantly amplifying the activation’s organic reach beyond the physical space. This User-Generated Content (UGC) strengthened the brand’s digital presence and extended its visibility throughout the Olympic period.
The campaign worked because it capitalized on strong visual memorability and direct audience interaction, turning into a live urban happening that generated natural word-of-mouth. This type of alternative marketing once again proves that creative OOH and experiential street marketing are powerful tools for standing out in high-traffic events. By seamlessly blending into the urban landscape and sparking engagement, Le Paradis du Fruit successfully leveraged a disruptive and high-impact strategy.
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