INTERNATIONAL BRAND & COMMUNICATION CONSULTANT
Brands / Insights / Trends / Innovation / Entertainment
Franck Vinchon
Bouygues Telecom
The Challenge – France is a very disputed market with already 3 main telecom players like Orange (France Telecom), SFR (Vivendi Group) and Bouygues Telecom. All the players are mostly fighting for market shares through promotions, hard discount offers, partnerships with mobile phones brands and the nationwide coverage as a main functional benefit. The market is a chaotic advertising and promotion noise that does not help consumers to feel good about their choice.
The Strategic Solution – Bouygues Telecom brings foreword the essential factor when people are calling each other – to be able to share the most important and relevant moments that a simple conversation can bring.
The Creative Solution – The brand has to demonstrate that the quality of the sound is an essential part of a valuable conversation. Bouygues Telecom launched an integrated platform based on the ‘HR Digital Sound’, portraying many different situations where a phone conversation quality can be worth.
The Results – Bouygues Telecom increased by 7points its market share in the next year after the launch of the campaign. The film ‘The Train’ was awarded in many festivals, including a Bronze Cannes Lion.
Nescafe
The Challenge – Nescafe is one of the biggest brands in the world, the 5th most valuable food & beverage brand in the world. But the brand took a lot for granted and is now facing some fundamental shifts: more varieties of coffee, a changing coffee culture setting new trends, more local tastes and habits (e.g. in Russia, a tea culture and a fast-premiumization country, increasing competition)
The Strategic Solution (Global strategy platform developed with Publicis Paris) – A strategic platform to make the brand Nescafe ‘stimulating and enriching the simple moments of life’. It resonates in the product truth, gives an ownable active role to the brand, ideal for an integrated and global actionable power
The Creative Solution – ‘It all starts with Nescafe’, a line that helps to highlight many roles and emotions in people’s lives – stimulation, connection, relaxation, indulgence, creativity… all that can be inspired by a simple cup of coffee
The Results – an implementation in more than 50 countries and a clear comeback of an iconic brand into people’s consideration
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Reporters without Borders
The Challenge – The number of journalists performing their work under terrible threats is increasing every year. The institutions applying some pressure on media became normal practice. And at the same time, the support for freedom of speech has always been considered as secondary behind some other causes related to health or natural catastrophes.
The Strategic Solution – Reporters without Borders want to make people feel what would be their world and their environment, if they were facing a lack of freedom of speech, to make them understand the real consequences for themselves
The Creative Solution – Bringing to life the platform through the angle of emergency and threat. ‘Don’t wait to be deprived of news to stand up and fight for it’.
The results – an increase in the media coverage for the association, a rise in donation of approximately 20% during the first year. An international strategic and creative platform developed in 8 countries with local insights.
Snickers
The Challenge - Snickers is certainly the most famous chocolate bar in the work but its attractiveness is challenged by an increasing competition and the absence of a true big creative platform makes it weaker on the market. We have to insure that Snickers is the most salient choice for the young generation when it comes to chocolate candies
The Strategic Solution (Global strategy platform developed with AMV BBDO in London) - understanding the strong insights and behaviors that glue the guys’ code of behavior (no showing off, no stopping, no faking, no fuss), we wanted to make sure that Snickers is reflecting their need for a dose of substance.
The Creative Solution - Snickers is delicious man’s fuel - it sorts you out when you’re hungry or need some energy. And if you’re hungry, then you would get you out of your crowd. The creative platform ‘You’re not you when you’re hungry’ is a delicious way to reinforce the storytelling around the brand, using local and international celebrities to make the point
The results – value sales growth 15.9% globally (20% in CIS). Multiawarded campaign, including Cannes Lions.
M&M’s (Love Triangle)
The Challenge – After few years of market growth and all-time high indicators in CIS region, M&M’s knows a stable period that slows down its take-off from the shelves (despite a rise in brand awareness, the penetration of the brand is definitely stable). The pillars of development is to grow mental availability to the target audience by an holistic campaign, to be perceived as leader in product development and drive M&M’s visibility in the stores
The Strategic Solution – Introduce a new color in the M&M’s packs (Ms Green) and construct a through-the-line campaign, supported heavily by a promotion leverage. The first transmedia campaign in CIS was created to fulfill the objectives of 8% increase in value and volume – ‘The Love Triangle’
The Creative Solution – ‘The Love Triangle’ is a one-year development, based on the storytelling pattern, like a Hollywood blockbuster with a precise crossed-leveraged media articulation
The results –
Uplift in sales by 12%
A spectacular engagement around the main characters in the story plot – more than 1 million new followers on Odnoklassniki (major social media in Eastern Europe)
A restored visibility of the products (all formats included) in the key business touch points – cinema theatres in particular
Toyota Prius
The Challenge – to launch globally the first eco-friendly car on the market, the Prius tailored with the unique technology HSD (Hybrid Synergy Drive)
The Strategic Solution – Disrupt the market and position Prius as the only car to really provide breakthrough technology on the automotive market.
The Creative Solution – A global film and creative materials to announce that transportation market is finally on the move thanks to a breakthrough technology
The Results – Launch in more than 50 markets in the world. Platform that was used by many markets for different purpose – Car of the Year award celebration and communication, International Motor Shows, Corporative Announcement…
Monster
The Challenge – the job search is still something that you operate by yourself, through your connections or by sending tons of resumes to potential employers. Monster would like to emerge as a leader of online job search engine.
The Strategic Solution – To position Monster as a leader solution to find your perfect job but also to advice you throughout your search. The website is tackling the strong insight that most of the people feels that they’re left to their own devices when it comes to career decision.
The Creative Solution – A platform when the brand portrays a series of job seekers, left alone with their own doubts and uncertainties. ‘Beware of your voices’ is an advertising leverage to underline that you are surely the worst person to take some decisions about your professional future and that a good advisor might be a must.
The Results – An integrated campaign for the EMEA region that raised the traffic on the site by almost 20%.
Pepsi Max
The Challenge – Pepsi Max still labors to convince about its uniqueness – a more energized no-calories Pepsi Cola (with Ginger). Without a real existing category (Coke Zero not available in CIS market), with lack of referent to make it distinctive (in-between energy drinks, more natural sodas…), Pepsi Max is not convincing a lot of consumers.
The Strategic Solution – Pepsi Max has to claim a distinctive proposition on the market, a more straightforward drinking option for mature soda drinkers that want to take the most out of life and not to miss a thing.
The Creative Solution – We created an integrated platform called ‘Wake Up’, a call-to-action campaign, to propose to people that they can really enjoy all what can happen to them with positivity
The Results – (confidential)
Ostrovok
The Challenge – in a very busy tourism category, and mostly about hotel booking, it is very important to emerge as a clear and transparent brand. Even more when your core market, Russia, is going through some turmoil and you have to sustain outbound tourism through a clear offer
The Strategic Solution – to position and articulate the brand Ostrovok to increase awareness and preference, as well as developing a solid consistency of the communication and experience throughout all touch points.
The Creative Solution – to inspire possible travelers about the choice and the opportunities delivered by Ostrovok with a free-spirited, friendly and supportive mindset. Though many things can’t be sure fior your travel, the choice of your hotel with Ostrovok is a sure thing