Lowe Paris for DSCR French Road Safety (France) winner of the bronze lion at the Cannes Advertising Festival.
Le Journal du Net explores (in French) PepsiCo online strategies in France, talking with Martine Pelier, a marketing executive at the soft drinks giant. Pepsi is investing more and more money in online advertising, reducing at the same time its spending in Tv ads. TV spots haven’t been dismissed, simply they have become part of a more integrated strategy in which Pepsi wants to substain its anticonformist image. Given the target audience (15-25 years old) the company is focusing on Internet activities and on music content. In particular Pepsi has launched this year, in cooperation with Virgin, www.pepsimusicplay.com, where people can win music, ringtones and mobile phones. The site is also connected to the Pepsi Town the online community launched in 2002, which at first sight looks like an Habbo Hotel. Pepsi Music Play among mid-April and the end of June received over 1.8 million visitors who went online to redeem the winning codes found on Pepsi drinks. The interactive agency helping Pepsi deploying its online marketing strategies is Chewing Com, which also works for BMW and Nintendo.
Alfa Romeo has setup a microsite to promote its new Alfa 147 Pack Techno. A series of viral videos entertain the visitor on the homepage, featuring the messages “how to pack 60 hours of music in a 147?” and “why calling wireless from an Alfa 147?”. A competition also allows Alfa fans to win an iPod 4 if they invite friends to visit the site. To me this looks like an excellent example of viral marketing, because the video content and the prizes are strictly related to the product that the car and its features. I just regret that despite Alfa Romeo is an Italian brand, the campaign isn’t running in Italy but only in France.
If you can read French you’ll surely enjoy today’s article on Le Journal du Net dedicated to the new trends in online advertising. Brands have started understanding the role the Internet can play in the media mix, they are discovering its peculiar characteristics acknowledging “originality” is the keyword to be successful. The article explores four recent campaigns which used humor and creativity to develop something “different” mixing videos and rich media with a viral touch. Arnaud Lecherf, communication manager at IDTGV perfectly summarizes the approach marketers should have towards online campaigns: “Sur Internet, le ticket d’entrée est incomparablement moins élevé que sur les médias traditionnels, notamment la presse papier, la radio ou la télévision. Nous pouvons donc nous permettre de prendre des risques, d’oser adopter un ton plus percutant.” (On the Internet the entrance ticket is cheaper than on traditional media like print, radio and Tv. Therefore we can afford taking risks and dare to adopt a stronger tone).
Check out Le Journal du Net today to find out who manages the online advertising money in France. SNCF’s budget for, example, is managed by Publicis, MPG Media Contacts takes care of France Telecom, Orange, Wanadoo and Citroen, while Carat Interactive plans for SFR, Renault, Bouygues Telecom, Gaz de France, AOL and Philips.
Email spam is a big problem everywhere. Someone is taking it seriously, some others just ignore it. In France it seems like they preferred to take a strong position against a plague with is affecting email marketing. Last week the Union Française du Marketing Direct (UFMD) has published a code of conduct for email marketers. It defines the rules to collect and use the email addresses to be used to deliver commercial messages. The curious thing ZDnet France reports, is that also the e Syndicat national de la communication directe (SNCD) decided to release or, better, to update, its own deontological rules. For the moment the two associations are going to come together to produce a unique document. Who should email marketers listen to?
Procter & Gamble has hired Aerodeon to create a mobile video game to promote its Head & Shoulders shampoo. Revolution explains the campaign is currently running in France and it’s supported with Tv ads and online advertising. The mobile game is a F1 racing game which reminds us this campaign has something in common with the one by Rexona: they both target male users. Are mobile male users more receptive to mobile marketing initiatives?
French brands aren’t yet seriously investing in online advertising. According to a research by TNS Media Intelligence the top 20 online advertisers have spent only an average 2.2 percent of their advertising budget on the Internet. Le Journal du Net reports France Telecom has devoted ten percent of its budget to online ads, followed by Renault (4,9%), SFR (4,3%), Peugeot (3,6%) and Volkswagen (3,5%).
Sending an SMS in France it’s too expensive: 0.12 � per message is a price that discourages French users from texting. In the rest of Europe the average price is 0.10� (but I pay 0.15� with Vodafone Italy), and this has helped the sms mania to explode. An article on Le Figaro (in French) explores the texting habits in France, collecting data and opinion on a market that still has to show its potentials.
The French Mobile Marketing Association (MMA) has presented an overview of mobile users in the country. In April, more than 7.5 million unique users have visited Vodafone Live, i-mode TM and Orange World. The press release provides positive datas about the 3G’s usage trends, highlighting that mobile internet is growing rather fast.
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