“Let me sell off! “. To the tune of Monday, Tuesday, let me dance, a false Dalida walks the streets of Lille and the Grand-Place under a radiant sun. His dance step is supposed to boast the festive side of the Lille braderie which will take place on Saturday 2 and Sunday 3 September. The 50-second clip, released a week ago by the city of Lille on its Facebook site, is a real hit.
“We are going to reach one million views on all social networks”, rejoices Baptiste Monnot, director of communication for the city, who piloted this project. The humor hit the mark. “We knew we had a good communication tool with this clip, but we are still surprised by such enthusiasm,” he notes. As proof, on the city’s YouTube channel where most videos peak at around thirty views, this “back-to-school tube” has already reached 40,000 visits.
Martine Aubry validates Dalida
It has been two years since the town hall of Lille decided to promote its big sale which attracts around 2 million visitors each year. “After the two years of postponement due to the Covid-19 epidemic, we had decided, with Mayor Martine Aubry, to communicate on the return of the event, says Baptiste Monnot. Last year, the campaign was more sober around this return: posters showing a flea market object with the simple slogan “She’s coming back”.
This year, the town hall’s communications department played it more “festive and popular” by hijacking well-known song titles. The idea germinated at the beginning of the year among the city’s communicators. The concept of this poster campaign was validated in March and materialized in early July with seven carefully designed posters, designed and produced in-house by the in-house graphic designer, Benjamin Leynaert.
On the menu, “Let me sell off, let meiiiiii”, “Threads from Desire”, “Oh Braderie, if you knew”, “Sold off like never before”; “It sells off for me me me me me”, “I will remain your best sale” and “Here comes the time for the children’s sale”. We let you find the original titles and the performers.
“An emotion that connects people”
“This story had to be told to the end,” continues Baptiste Monnot. That’s why we later had the idea of the music video. The lyrics for a verse and chorus were also written in-house. We dare not imagine the face of Martine Aubry, the day of validation. All that remained was to find an interpreter for the role of the late Dalida. “We contacted Sandy Sims on the Internet. She’s an artist who is used to playing the role of Dalida,” notes the head of communications.
Filming took place at the end of June on a morning, with a professional team, the only work that was delegated to a service provider. Pride for the whole team. “It’s true that we don’t really need to bring people for the sale, recognizes Baptiste Monnot. But this campaign is important in terms of image. It humorously shows a pretty town. It creates an emotion that connects people and it really represents the spirit of this sale. »