Yesterday, Google France launched the second edition of "Les Heures Magiques" ("The Magic Hours"), created with 72andSunny Amsterdam. For 31 nights, the interactive, mobile-first campaign will invite Parisians—and tourists—to rediscover the City of Light with a variety of after-sunset activities.
Activities include a lit-up bike ride through Paris' darkened streets, insect-based cooking (cleverly dubbed "Crunchy Crickets"!), an underwater music show, and a neon safari, where you can tour the retro neon signs that color Paris' bars and clubs. (Check out short videos promoting each event below).
The campaign is a charming way to experience the vibrant, creative dynamism of Paris, which is often written off as a dying museum city. It's also one in a number of recent efforts to reinvigorate interest in city activities; others include last month's no-car day, initiated by Mayor Anne Hidalgo, and Airbnb's Halloween sleepover sweepstakes in the Catacombs, dubbed by some as the Empire of Death.
To access the program, visit the Magic Hours website via mobile, where you'll find different activities nested within Google Maps. The mobile positioning is practical for both non-locals and townies; France has among the highest smartphone penetrations in Europe, with 81 percent of people from 18-24 carrying one, and 26 percent of 60-69-year-olds as of last year. Parisians will also see a lot of social coverage, courtesy of WeAreSocial.
Partners include the City of Paris, and various lifestyle publications like Paris Zig Zag, Society and Fricote. Locals can share their favorite activites via the #HeuresMagiques hashtag for a chance to be featured on the site.
To learn more, check out the Magic Hours case study from its last installment.
CREDITS
Google France
Raphael Goumain – Google France, Head of B2C Marketing
Jean-Philippe Bécane – Google France, Product Marketing Manager
Chloe Broughton – Google France, Product Marketing Manager
Martin Bruniquel – Google France, Product Marketing Manager Intern
Google EMEA
Kristell Schuber – Google South-West Europe, Marketing Director
Graham Bednash – EMEA Google, Director of Consumer Marketing,
Ramya Raghavan – Head of Brand and Reputation Marketing, EMEA
Dave Armstrong – Director Brand Studio EMEA
Andre Le Masurier – Group Creative Director, Brand Studio
Creative Agency: 72andSunny Amsterdam
Carlo Cavallone & Stuart Harkness – Executive Creative Director
Richard Harrington – Director of Design
Gregg Clampffer – Creative Director
Nastassja Bonnabel & Chermine Assadian – Writer
David Troquier- Designer
Matteo Gallinelli – Jr Designer
Stephanie Feeney – Director of Strategy
Alexandra Matine – Senior Strategist
Tom Griffin – Group Brand Director
Stephane Fevrier – Brand Manager
Philippine Putman Cramer – Brand Coordinator
Stephanie Oakley – Director of Production
Sanne Drogtrop – Executive Producer
Tobin Nageotte & Matt Marty – Senior Interactive Producer
Gabor Szalatnyai – Creative Technologist
Claudia Casagrande – Adaptations
Niels Hagels – Business Affairs Manager
Lotte van Dongen – Interactive Production Coordinator
Digital Production Studio: Unit9
Peter Altamirano – Tech Lead
Michał Kleszcz, Alexander Crush & Michał Przyszczypkowski – Frontend Developers
Krzysiek Kokoszka & Kamil Cholewiński – Backend Developers
Mario Epsley – Motion Designer
Quentin Gauvrit – UX Designer
Rebecca Hudson & Emma Willis – Producers
Vianney Comot – Project Manager
Dominic Berzins – Head of QA
Mark Hinge – QA Lead
Eve Action – QA Senior Tester
Andrew Heraty & Testology – QA Testers
Production Agency: SO Films
Franck Annese – Producer
Agathe de Coularé de la Fontaine – Executive Producer
Adeline Sclafert – Director of Production
Lorette Delva – Location Manager
Sophie Lévy – Director
Renaud Bouchez & Marc Cortès – Photographer
Sophie Lévy & Julian Nodolwsky – Editors
MUSIC – Stainless Sound & Music
