The General Directorate of Public Finance
Encouraging French businesses to make tax planning second nature
Brand
Public Sector
#PublicRelations #BehavioralMarketing #CorporateCampaign #UserEngagement #PublicService
↳Background
The Directorate General of Public Finances (DGFIP) has undertaken a significant modernization of its services, particularly through the introduction of withholding tax. Despite a 93% user satisfaction rate, a persistent challenge remained: 2 out of 3 births and 1 out of 2 marriages were not spontaneously declared.
↳Challenge
Highlight the quality and credibility of the scientific information produced by Inserm.
Raise awareness about fake miracle products sold online, particularly those promoted by influencers (2023 campaign).
Combat fake news and educate the general public on the importance of obtaining information from verified scientific sources. (2024 campaign)
↳Strategy
Engage two top-tier influencers, a doctor, Marine Lorphelin, and a comedian, Roman Doduik, to debunk fake news and encourage the general public to take an interest in science.
↳Multichannel Media Strategy
To achieve the most efficient media investment, we analyzed the specific media habits of the four major target groups and chose the most effective channels for each.
• TV and Online Video Ads (20-second format)
• Targeted radio spots
• Strategic DOOH campaign
• Social media engagement
• Programmatic display
• Revamping the digital platform
