For its part Metrobus had also asked a veto

Difficult to miss the posters without raising the nose: "Baring the President, it is closer to the information or closest to the power", "To win in 2012, should be left or have a program", "Give an opinion on the condoms when Pope, it is a religious belief or speak without knowing", or "give money to banks.", it's saving credit or cure an alcoholic with alcohol "Everything is subtitled"Liberation." "The info is a struggle." Ads of this type, Fred and Farid advertising agency in designed six, of which five have been preserved with a double aim: create an event of communication on the new form of "Liberation", launched yesterday (read "Les Echos" from September 4). And, in doing so, align a series of announcements to the provocative tone not necessarily calling answers unambiguous to fight breach of a number of clichés stubborn suffered by the newspaper, according to Nathalie Collin, President of the newspaper: "" Liberation"is often seen as a purely political and willingly peremptory, purely of opposition newspaper".For his part, Laurent Joffrin, editor, adds: "It had to recall what actually is"Liberation", a journal open and malignant, where we play the role of facilitators of public debate." And where, in an ideal world, we create information as at the time of the revelation, this summer, traders of BNP Paribas bonus. Left back who have was only touched by competitors - as the figures in the crime - and we choose to deepen information or "angler" differently.

Erosion of the dissemination

Zoom out, spring 2009. Equipped with studies consumers, Laurent Joffrin and Nathalie Collin engaged in the design of the new formula. Pushed on one side by the free hit another in the economic press which benefit the crisis and the succession of scandals, "Liberation" must imperatively stop the erosion of its distribution paid in France (best 112,000). On the first six months of the year, and according to the figures to the OJD, the latter reached a 10 decrease. Both agencies are then "briefées", Leg (Havas) and Fred and Farid Corporate (backed by Vincent Bolloré, Chairman of Havas, which owns 30 of capital). At the end of the game, Fred and Farid agency wins a budget amounting "with the autopromotions, to approximately EUR 2 million" gross, said Nathalie Collin.

Follow a first "teasing", on August 22 and 23, then, the week of August 24, the dish of resistance: a press and display plan disseminating famous ads in question. Buzz caused by the refusal of Metrobus to disseminate in the subway posters deemed too "political" or "too sensitive", is of course used the campaign. The leaders of the advertising board chose to exclude the announcement enquiring about the proximity of the journalists with the President of the Republic, as one asking the question of the position taken by the Pope on condoms and that for lending to banks. In the end, the daily and the Agency will decide that the campaign will be broadcast in its entirety or not at all. This is, in fact, not at all. Was "Needless to fund the censorship", heard in some corridors. However, the decision to go the sixth announcement "Whistle the Marseillaise, is insulting the Republic or remind him of his duties" was made unanimously. Laurent Joffrin felt that "it is a frankly sensitive issue", and Farid Mokart and Fred Raillard saw the risk "that it be taken in the first degree and interpreted as an insult."For its part, Metrobus had also asked a veto.

The debate animated by one minute between Web-based, among other things, Laurent Joffrin to Franz-Olivier Giesbert ("the Point") on the connivance of journalists with the power, Daniel Cohn-Bendit to Eric Besson on the program of the left, or Jean-François Kahn at the economist Jean-Paul Fitoussi on the need to refinance banks, will benefit a contrario of a much more peaceful orchestration. Remains the priority objective - to advance the release of "Liberation" of 5-10-, which is the new formula as the cheeky campaign accompanying it a real bet.