Freedent
|
France
By syncing BeReal's iconic notification with hundreds of DOOH screens, Freedent turned exam week into a shared ritual with French students.
Awareness
Share of Voice
First Impressions Takeover
🧠
Ad Recall
🤝
Brand Association
🛒
Purchase Intent
THE BRIEF
Turning France's biggest student week into a natural moment, not an ad
During the French Baccalauréat (“the Bac”), students aren't looking for another advertisement, they're looking for a moment for themselves. Freedent wanted to become a natural companion to this decisive week rather than simply pushing a brand message.
The Bac is an intense period, punctuated by small rituals: revising with friends, taking a breath before an exam, finding a way to stay focused. Freedent identified a simple truth: chewing gum is one of these small reflexes that already accompanies students through this period. The opportunity was not to interrupt their daily routine, but to fit into it at exactly the right moment.
THE STRATEGY
One of the first BeReal x DOOH synchronized experience in France
Freedent and Publicis Connected Media asked a simple question: what if BeReal's most iconic notification became a real-world event? The campaign transformed BeReal's signature “It's Time to BeReal” behaviour into a synchronized Social x DOOH experience, branded “The BeReal Hour.”
At the exact same instant, Freedent appeared on BeReal, took over public space, and lit up hundreds of DOOH screens across the French transport network, moving the brand from the feed to the street to accompany students at the precise moment they needed it.
The campaign was built like exam week itself, moving from anticipation to relief:
June 14th – The anticipation: a 1st Impressions Takeover the day before the exams, as Freedent joined students' final moments of revision.
June 15th – The big day: a First Impressions Takeover + RealCard + The BeReal Hour, appearing on students' screens and along their route to the exam at the exact moment they received the BeReal notification, accompanying them from smartphone to street.
All exam week – Share of Voice: Freedent stayed present before, during and after the exams as a brand that doesn't talk about the Bac, but lives it alongside students.
This marked the first time a social notification left the smartphone screen to become a shared cultural moment.
THE OUTCOME
Cultural relevance translated into measurable brand and media impact
By turning an existing cultural behaviour into a new shared ritual with students rather than treating BeReal as a standalone media channel, Freedent generated 26 million+ impressions and 100,000+ clicks across the full activation, with premium formats reaching up to 1.25% CTR. Beyond media performance, the campaign delivered +20 points in ad recall, +34 points in brand association and +9 points in purchase intent, confirming that cultural relevance can translate directly into measurable brand and media impact. Freedent didn't interrupt a cultural moment, it became part of it.
