Bel



Partnership Activation, Media campaign

Brief

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    Activation of sailing sponsorship
  • Build better awareness and stronger corporate image for Groupe Bel (the only brands that are currently known are the individual brands: La Vache Qui Rit, Babybel, Kiri...)
  • Creating traffic and visits on the dedicated website www.groupebel-voile.com 
  • More specifically :
  • Enable target audiences to discover and root for the brand through something else than its products.
  • Reinforce the link between the brand Groupe Bel and the «product» brands in a more natural environment (as opposed to commercial, corporate), while being original and friendly.

Solution
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Production of a series of 9 mini-films in 3-D, that show various examples of the sailing partnership between Groupe Bel and the individual brands in a humoristic tone (one crew, called the Bel Tchiz Team, is made of characters that each embody one brand, and all are sailing together)
  • Broadcasting of viral mini-films on the web to generate exposure and recognition for the partnership
  • A campaign with a distinctive, off-beat tone, to bring a new dimension to the communication of groupe Bel
  • Innovative online communication, in phase with brand values (modern, empathy, proximity). Boosts differentiation for brand Groupe Bel.


Results
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    A total of 4.5 millions videos broadcasted and viewed
  • 70 to 80% of traffic generated on the sailing site during the 8 weeks of the media campaign
  • A regular increase in the number of films seen on the video-sharing sites : +80% over 3 months
  • Multi-channel release (web, mobile, etc.) is adapted to each type of usage of new media, by giving users the ability to transfer films
  • Initial « group » communication was successful, numerous variations can be envisioned



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