Monoprix Creates "The Worst Song In The World" To Promote Home Delivery Services
If there’s one grocery store where people like to do their shopping in France, it’s Monoprix. The pleasure of feeling the products, touching them, tasting them, discovering new ones — going to Monoprix isn’t just about grocery shopping, it’s about living a unique experience. Our clients tell us: " I like to go to my Monoprix “.
But even if they do love shopping for their groceries, what our clients don’t like, is carrying them.
No sweat — Monoprix is introducing a new customized delivery service, available in stores:
- Shop 1H: An exclusive service to get your groceries delivered, on foot, in less than an hour
- Shop&Go: For those living in a 500 meter radius, the freedom to leave your cart at the delivery checkout and pay upon delivery
- Shop & Give: For those who want to give back to Mother Earth by handing over used batteries and light bulbs to your Monoprix delivery person, Monoprix recycles..
And to promote these delivery services, Monoprix, together with its agency Rosapark, wanted to surprise its customers with an offbeat and unanticipated campaign : The Worst Song in the World.
” THE WORST SONG IN THE WORLD “
Directed by Traktor, the film presents two scenarios, a young woman listening to kitsch music on her earbuds, and the band performing, asking her why she isn’t changing the song.
And why doesn’t she just skip it? Simply because she can’t. Her hands are tied up carrying huge grocery bags so she has to listen to the song all the way through.
So, yeah.. Having your hands free changes everything.
“ To create ‘the worst song in the world’, we had to find the musical universe that would be the farthest away from the young woman’s. It was a clash of generations, styles, tastes. But we also strove to create a song that could be a guilty pleasure, the sort of song we love listening to, even if we don’t want to admit it ”, explains Gilles Fichteberg, co-founder of Rosapark.
The campaign, which goes live on Twitter April 12 with the hashtag #LaPireChansonDuMonde (The Worst Song in the World), also features a social media operation. Tweeters can have their messages retranscribed with the song’s instrumentals by submitting them to KaraoTweet and several lucky users will even have their tweets sung by the brand’s community manager.
The film will air on TV, and be posted on YouTube, Dailymotion and throughout the brand’s social networks.
Traktor — if there’s still any need for an introduction — is an award-winning filmmaking collective (23 Cannes Lions, 2 Cannes Grand Prix, 2 MTV Awards nominations...). Their strength lies in the multiplicity of talents under the same name: collective thinking on each project, but one leader on set.
Worst Song In The World by Monoprix x Rosapark x Traktor (Stink) x Schmooze
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