Eli

Eli is a public relations and communications agency based in Lille, France, that specializes in creating engaging, interactive campaigns for retail, service, entertainment, and human resources sectors. Formerly known as Play'Ads, the agency rebranded to Eli to reflect its focus on blending digital and physical experiences—a concept often called "phygital"—to capture audience attention in an increasingly cluttered media landscape. The agency's approach is built around the idea that modern consumers are exposed to roughly 1,200 advertising messages per day, making it essential to stand out through meaningful, memorable interactions rather than passive exposure.

Core Services and Specialties

Eli's service offering centers on gamification and engagement strategies designed to make communication less intrusive and more immersive. The agency develops customized game mechanics that turn brand interactions into playful, emotionally resonant experiences. Key services include:

• Phygital campaign design: Combining physical and digital touchpoints to create seamless, interactive brand experiences.
• Gamification strategy: Using game-like elements (points, challenges, rewards) to drive customer and employee engagement.
• Disruptive communication campaigns: Crafting unconventional messaging that breaks through advertising clutter.
• Customer loyalty programs: Building retention through interactive, game-based initiatives.
• Employee engagement solutions: Applying gamification to internal communications, training, and team-building.
• Event activation: Designing live or hybrid events with interactive, participatory elements.
• Digital campaign management: Overseeing online components of phygital strategies, including social media and targeted advertising.

Methodology and Approach

Eli's methodology is rooted in the belief that effective communication must be "phygital, engaging, innovative, and playful." The agency begins each project by understanding the client's universe—whether retail, service, entertainment, or HR—and then designs a tailored campaign that uses game mechanics to foster genuine emotional connections. Rather than relying on traditional interruption-based advertising, Eli focuses on creating experiences that audiences actively choose to participate in. This might involve a mobile game tied to a physical store visit, a challenge that rewards social sharing, or an interactive installation at an event. The goal is to transform passive viewers into active participants, thereby increasing recall and loyalty. Eli emphasizes that gamification makes communication less intrusive and more immersive, allowing brands to build deeper relationships with their target audiences.

Location and Market Presence

Based at 165 Avenue de Bretagne in Lille, France, Eli operates from the Hauts-de-France region, a dynamic hub for creative industries and technology. Lille's strategic position near Paris, Brussels, and London allows the agency to serve clients across France and internationally while maintaining a local, hands-on approach. The city's vibrant startup ecosystem and cultural scene provide a fertile ground for Eli's innovative, game-based communication strategies. By staying rooted in Lille, Eli benefits from a collaborative local network while remaining accessible to clients throughout Europe.

Eli is a strong fit for brands and organizations that want to move beyond conventional advertising and create interactive, memorable experiences. Companies in retail, hospitality, entertainment, or HR looking to boost customer loyalty, increase employee engagement, or simply make their communications more impactful will find Eli's gamified phygital approach particularly effective. The agency's focus on measurable engagement and emotional resonance makes it suitable for both B2C and B2B campaigns, especially those targeting younger, digital-native audiences who respond better to participation than passive messaging.