Google Invites You to Rediscover Paris Nightlife With Its Exploratory ‘Magic Hours’ Campaign

Take a light-up bike ride, swim with the symphony, and more

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