Since its launch on October 15, the campaign has been everywhere in the French and British media: 8pm on France 2, on the BBC, on iTélé, BFM and LCI, on TF1, in Le Parisien, Les Echos, Challenges… Virginie Mahé reveals the secrets of the Paris USA Phone Number List La Défense campaign that everyone is talking about. ISM Team Share on Facebook Share on Twitter Share on Linkedin Since its launch on October 15, the campaign has been everywhere in the French and British media: 8pm on France 2, on the BBC, on iTélé, BFM and LCI, on TF1, in Le Parisien, Les Echos, Challenges… Virginie Mahé , associate director of the Souple / hop agency, of which she manages the consulting department and its consultants,
reveals the secrets of the Paris La Défense campaign that everyone is talking about. She gives us her vision. What is your mission on earth? You have 140 characters! Make public and private actors understand how necessary and fascinating territorial marketing is! Can you give us the pitch of your recent Paris La Défense campaign in one sentence? Following the Brexit announcement, the Paris La Défense business district and the Hauts-de-Seine Departmental Council wanted to address groups and investors, international and British, located in Great Britain (and in particular to La City) in order to enhance the attractiveness of the Paris la Défense business district.
What Is Your Mission On Earth? You Have 140 Characters!
How to seduce and attract British investors in the district of La Défense, in the context of Brexit? Our response: by playing on the clichés that the English attach to the French (the famous “frog eaters”) in an approach that is both creative and strategic, guided by “British” humor. How did the idea for this campaign come about? Because we are addressing decision-makers revolving around the City and the British above all, Anglo-Saxon culture is at the heart of the campaign’s bias. It is a truly British and quirky tone which guided the reflection and the creative idea of the campaign and which allows us to create a connivance between the targets and the territory. The French and the British have always nurtured clichés that are often amused, sometimes tenacious,
about each other, but this is also what makes our relations so charming. The creative and strategic approach of the campaign is to come and tease these clichés without making them divisive, as a nod to what sets us apart, while allowing us to decline the living environment and economic performance argument in a second step. . A place, an offbeat character (the frog), a powerful message: “Tired of the fog? Try the frogs! (Tired of the fog? Come to France! ) Our pictures quite simply become our greatest strength in hooking and seducing. The idea is to make an impression. What are the strengths of Paris La Défense put forward to attract the talents of the City and investors? One of the first assets highlighted is that Paris La Défense has a unique concentration of international decision-making centers.
How Did The Idea For This Campaign Come About?
With nearly 500 established companies, 40% of which are foreign, the business district is the true international gateway to Greater Paris. Working at Paris La Défense also means being at the heart of a rich employment pool, especially for senior executives. The first-class real estate offer with 3.5 million m2 of offices and an enriched offer by 2019 is also a strong asset for attracting investors and international decision-makers. Of course, the quality of life and the proximity to Paris are undeniable assets, but it is also a business district with a notable cultural and event-driven activity. What are the main mechanisms put in place as part of this attractiveness campaign? An ultra-targeted media plan has been put in place. The launch of the poster campaign echoes the trade fair across the Channel (MIPIM UK) in London from October 19 to 21, 2016.
Accompanied by a media plan entirely targeted at international and British economic decision-makers, the campaign goes through a digital signage in London and France at airports (London Heathrow airport, Paris Charles de Gaulle airport, etc.) and train stations (Eurostar, Gare du Nord), as well as by the London press (Guardian, Financial Time, The City AM ) and French (Les Echos). We bet on an eye-catching digital display, by working on an animation of the frog in the universe and the context of the district of Paris La Défense. A site entirely dedicated to the campaign (paris-ladefense.com) has been designed. It allows you to discover the world of the countryside and highlights 10 good reasons for choosing the district of Paris La Défense and the Hauts-de-Seine area. photo-virginie-maheVirginie Mahé is associate director of the Souple / hop! for which she manages the consulting department and its consultants.