Youville Haussmann Park gives life to Nicolas Laloux |Granary

Nicolas Laloux, an Arterra Canada wine brand, Division Québec, Inc., allies with the Experiential Design Agency Youville Haussmann Park (YHP) - Member of the Collective Humanise - to create an extraordinary gamified activation.From June 21 to July 10, participants will be able to engage in a treasure hunt through Montreal to discover the Bohemian gentleman who hides behind the Nic Laloux brand.To be part of the adventure, participants are invited to enter the intimate circle of @niclaloux on Instagram and to interact with him, to solve puzzles and to follow him through his adventures to run the chance to win merchin a limited edition, including the Grand Prix: the iconic vintage bicycle of Nic.

"If the flavored wines Nicolas Laloux are very successful with the Z generation, the brand is very little known.This is why the YHP agency decided to provoke an interactive meeting between Nic Laloux and its audience.A playful initiative straddling the virtual and the real to give life to this gentleman by bike and engage the conversation with his fans, ”explains Rachel Ladouceur, Marketing Director at Vins Arterra Canada.

L’équipe de contenu expérientiel chez YHP a collaboré avec Alice & Smith (A&S), le studio de création technologique spécialisé dans le développement d’outils d’interaction et d’engagement, et l’agence créative Bleublancrouge pour concevoir cette campagne innovante.

Rethink the way of gathering pandemic completely redefined the way people come together.The parks have become the favorite place to meet our loved ones, and it is this new external gathering trend that inspired the experiential content campaign for Nic Laloux.The bohemian side of Nic Cadre completely with park life that a multitude of Montrealers have adopted for a few months.Drops of T-shirts, bags and caps bearing the image of the brand will be hidden sporadically in certain parks, in order to ensure compliance with health conditions and physical distancing measures in force.

"Creating content experience has imposed itself as a strategic evidence to give life to Nicolas Laloux with the target.Fans of the brand already personified the Bohemian gentleman in UGC content on Instagram, so we anchored our content strategy in this social insight by developing a lore (the meta history) behind Nic Laloux, a bohemian poet and a vadrouser who invites his friendsTo take advantage of summer in Carpe Diem mode, ”underlines Catherine Martel, director, experiential content at Youville Haussmann Park.

A brand activation based on storytelling and gamifification with this hybrid activation, YHP seeks to blur the boundaries between fiction and reality, to invite fans who engage with the campaign to wonder: "Who is Nic?Is it an influencer?Or the character behind the wine?»». Le partenariat entre YHP et A&S a permis d’intégrer des éléments de storytelling et de gamification pour que les consommateurs se sentent partie prenante de l’aventure. « La symbiose entre YHP et A&S était toute naturelle : l’expertise de contenu en création, stratégie et gestion de communauté de YHP a été propulsée par la force narrative et de mécanique d’engagement gamifiée d’A&S », affirme Catherine Martel.

To feed the narrative and relay exclusive clues, the team calls on the native function of Instagram "close" friends as well as a squad of influencers who display their friendship with Nic.The 100 % social and commanded content strategy has been implemented by PHD Média, focusing on a paid campaign via Instagram and Facebook as well as an editorial collaboration with Narcity.

The time has come for Nic to make himself known!

Crédits:Directrice du contenu : Catherine Martel (YHP)Créateurs de contenu : Louis-Philippe Jeanbart, Corinne Blair (YHP)Directrice artistique : Johanna Barlet (YHP)Stratège de contenu : Synden Hope-Johnston (YHP)Gestionnaires de communauté : Lillian Blouin, Philia Sephora Yatchou (YHP)Spécialiste influenceur : Frédérik Daneault-Duguay (YHP)Conseillères : Julie-Anne Brault, Catherine Légaré (YHP)Productrice : Lia Hauben (YHP)Game designer : Catherine Robinson, Jean-Luc St-Pierre (A&S)Stratèges média : Stéphanie Boisvert, Ophélie Barthe (PHD Média)Directeur de création : Edmund Lam (Bleublancrouge)Stratège : Ismael Neiva (Bleublancrouge)Directrice artistique : Sarah-Jeanne Turgeon (Bleublancrouge)Conceptrice-rédactrice : Éliane Vinet (Bleublancrouge)Photographe : Sarah BabineauClients : Rachel Ladouceur, Marie-Ève Fafard, Melanie Armstrong (Vins Arterra Canada)