IL ÉTAIT 4 FOIS – LA SUITE
TV and Digital advertising campaign for the French, Spanish, and Italian markets.
This campaign is the second installment of the "Il était 4 fois" series, which had been launched a year earlier in France to support PayPal's interest-free 4-installment payment solution. This time, the campaign was rolled out in 3 European countries.
The idea was to extend the previous concept inspired by childhood tales to create a new modern tale, with a voice-over written in alexandrines that began with “Il était 4 fois…”.
The objective of this sequel, intended for 3 European countries, was to reach a younger audience, hence the choice of a “slammed” voice-over and filming in Barcelona for a sunnier and more positive image that immerses us in the lively daily life of our heroine.
The campaign notably included a 30-second hero film in 3 languages broadcast on TV, and a series of variations in multiple short video formats for digital (30 seconds, 20 seconds, 6 seconds).
The director of this advertisement was again Julien Rocher, who brings a cinematic and highly visual mastery. He had previously collaborated with Delasource on the brand’s previous campaign.
For digital and social media, we adapted the concept by focusing on the 3 main verticals targeted by PayPal: the fashion universe, hi-tech, and travel. The assets were then developed based on photos and animated illustrations to produce static formats, videos, and gifs.
The strong idea of the TV campaign was retained with “Il était 4 fois” to start each new story.
The campaign was perceived by a large majority as easy to understand (80%), clear (84%), pleasant to watch (89%), and entertaining (93%). 85% of those who saw the campaign remember the 3 key elements of the value proposition: installment payment, free service, and availability on thousands of sites. Among them, 59% intended to use PayPal’s 4X payment without fees and 44% had a better image of the brand.
