1. SPONSORSHIPACTIVATION
KEVINROLLANDORANGE
Lucas DEMANGE : lucas.demange@eurmed-management.net
Kevin GEOFFROY : kevin_geoffroy@hotmail.fr
Lorick JOSEPH : lorickjoseph@yahoo.fr
Antoine OULE : antoine.oule@euromed -management.net
Thibaut SAINT-LOUBOUE : thibaut.saintlouboue@euromed -management.net

2. BRIEFING
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
PURPOSE :
HIGHLIGHT THE FIT BETWEEN ORANGE AND KEVIN
ROLLAND
POWERING A NEW SPONSORSHIP ACTIVATION
BETWEEN ORANGE AND KEVIN ROLLAND IN THE
CONTEXT OF THE RE NEGOCIATION OF THEIR
SPONSORSHIP AGREEMENT

3. PLAN
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
Synergies
1. Kevin Rolland 1. Match between the 5. Brand content
targets of Orange and
Sport the action sports lovers In bed with Kevin Rolland
Values 2. Brand equity La Plagne Kevin Rolland
3. Orange’s marketing Orange KR contest
2. Orange
objectives and the
Company marketing possibilities 6. Sells development
Sport partnership 4. Synthesis
Action sports partnership Promotion in store
Presentation Activations

4. KEVINROLLAND
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
HUGE RECORD !!!
- 4 gold medals at the X Games (2010 et 2011)
- 2 gold medals at the DewTour (2011 et 2012)
- 1 Cristal globe (2009)
- 1 World Championship (2009)

5. KEVINROLLAND
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
KEVIN ROLLAND : AN APROACHABLE ATHLETE WITH STRONG VALUES !
Worldwide ambassador of the next Youth Olympics Games
Well know to be very funny (followus.tv)
Team player + approachable + polite + smiling = Kevin Rolland !

6. ORANGE
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
THE OPERATOR :
Orange is the main company of the France
Telecom’s group. 3st mobile telephone operator
in Europe, 1st internet service provider in Europe.
THE ACTIVITIES :
 Mobile phones
 Broadband & mobile broadband
 TV
KEY FIGURES :
 Turnover : 33 848 billion Euros
 Employees : 100 000
 Number of clients : 221 million

7. ORANGEANDSPORTS
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
ORANGE, MAJOR PARTNER IN SPORTS

8. ORANGEINACTIONSPORTS
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
ORANGE, MAJOR PARTNER IN ACTION SPORTS
3 different types of partnerships :
COMPAGNIES
Exclusive partnership with Quiksilver on
products, events and athletes
ATHLETES
Mathieu Crépel (snow), Charlotte Consorti
(kite), Mathias Dandois (Bmx), Xavier Bertoni (ski), …
EVENTS
Orange Freestyle Cup (windsurf), Roxy Pro (surf)

9. SYNERGIESOFTARGETS
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
SEGMENTATION AND BEHAVIOUR / STRONG FITS
KIDS ON CELL PHONES FREESKI FOLLOWERS
MARKET
Age : 12 - 20 years old Age : 12 - 25 years old
Origin : city - dweller Origin : city - dweller
SEGM. Sex : no distinction Sex : male
SPC : children’s of SPC + SPC : children’s of SPC +
Y generation : 80% of the 12-25 Internet addicts : videos /
years old use their cell phone to music / internets and forums
surf the internet* are important components of
extreme sports culture
72% of the 18 - 24 years the brand
BEHAVI. is a major selection criteria Trend setter : extreme sports
74% of the 18 -24 years old claim followers are considerate as
they are particularly attached to opinion leader within young
some brands persons
72% of the 18 -24 years find one’s
way in brand they buy.
Source : INSEE - Baromètre CSA / La Poste

10. SYNERGIESWITHKEVINROLLAND
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
QUALITATIVE ANALYSIS OF THE FIT BASED ON BRAND EQUITY
SPECIFIC TO SPECIFIC TO VALUABLE EFFECT
COMMON TO BOTH ENTITIES
SPONSORED ENTITY SPONSORS FOR THE SPONSOR
TEAM SPIRIT - LOYALTY - CONVIVIALITY -
SUSTAINABLE
VALUES TRANSCENDANCE -
DEVELOPMENT
ENTERTAINMENT COMMON
CARACTERISTICS
BEING LEADER OF THEIR WILL BOOST
MAIN MISSION
MARKET/SPORTS
FRIENDLY - INNOVATION / STATE OF THE ART -
IDENTITY BRAND IMAGE
APPROACHABLE RELIABLE
MAJOR SPORT BRAND LOYALTY
INVESTOR
MESSY - NATURE - TOP LEVEL - INTERNATIONAL - NON GOODWILL
IMAGE
HONEST PERFORMANCE APPROACHABLE
(CS)
ATTITUDE - VALUABLE EFFECT FOR THE SPONSOR
FANS ATTACHMENT TOWARD KEVIN ROLLAND WILL BE TRANSFERED TO ORANGE EFFICIENTLY THANKS TO COMMON
CARACTERISTICS (IMAGE TRANSFER & GOODWILL)
THE MORE THE TARGET IS INVOLVED IN SKI AND KR, THE MORE HE WILL DEVELOP GOODWILL TOWARD ORANGE
(FAN INVOLVEMENT)

11. SYNERGIESMARKETINGPOSSIBILITIES
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
ORANGE MARKETING NEEDS FIT WITH OPPORTUNITIES PROVIDED BY KEVIN ROLLAND :
A PARTNERSHIP WITH KEVIN
ROLLAND WILL
ORANGE OBJECTIVE 1 : Attract young people : the majority
Attract young people and develop loyalty with them public of actions sports is between 15
and 30 years old and trend setter
Develop loyalty with them respecting
and spreading the values of their
sports
ORANGE OBJECTIVE 2 : Provide exclusive content : videos &
Create interactive content on all the Orange’s news are really important for the
platforms (TV, internet, mobile phone)  news, action sports lovers
videos, exclusive content

12. SYNTHESISOFSYNERGIES
BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES
3 PILARS FOR AN EFFICIENT SPONSORSHIP
TARGET BRAND EQUITY MARKETING OPPORTUNITIES
Relevent target for Relevent association Relevent marketing
Orange opportunities
SEGMENTATION : A STRONG FIT COMMON VALUES OUTSTANDING BRAND CONTENT
POWERFULL PARTNERSHIP!

14. VISIBILITY - PR
VISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMO
VISIBILITY :
Stickers on his ski and his helmet
PRESS RELATIONSHIPS :
- Press releases (news, results …)
- Interviews
- Photo shoots
PUBLIC RELATIONSHIPS :
Kevin will be available to represent Orange
in meetings, conferences, events, …

15. ORANGELEDPIPE
VISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMO
CONCEPT :
Kevin Rolland makes for the first time in the
world a ride on the dark thanks to LED on
the pipe and his ski suit.
HOW :
- Creation of a special pipe in La Plagne with
orange LED to define it in the dark
- Creation of a special ski suit
- Invitation of medias & VIPs
- Film the whole ride with HD cameras,
subjective cameras, … to create a high
quality video footage
COMMUNICATION :
Spread the video footage on
- Internet (Youtube, blogs, social network …)
- TV (specialized programs, TV news)

16. INBEDWITHKEVINROLLAND
VISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMO
CONCEPT :
Orange provides an exclusive content to its subscribers
permitting to follow the season of one of the best rider
in the world !
HOW :
Videos and pictures are posted on Ride Session :
- Backstages and “behind the scene” of Kevin
Rolland season (parties, training
sessions, contest, etc.)
- Twice a month, Kevin posts a video to explain
how to do a wide range of tricks, from the simplest
to the hardest !
- Twice a month Kevin Rolland chat (+ video) with
the netizens !

17. LAPLAGNEKEVINROLLAND
VISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMO
CONCEPT :
Orange permits its subscribers to win 1 week in La
Plagne, in the Kevin Roland chalet.
HOW :
Beforehand the event, during the season Kevin
challenges the netizens proposing them to perform
tricks according to different thematic : winners will be
selected to participate to a drawing of lots to get one
week in Kevin Rolland’s chalet !

18. ORANGEKRCONTEST
VISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMO
CONCEPT :
Orange in partnership with Kevin Rolland
launches the Orange KR Contest, a new
online competition for non-professional
skiers.
HOW :
Kevin invites crews of skiers to upload their
video footages on the KR contest website.
The winners will be selected by both Kevin
and the netizens by watching the videos and
voting on the website.
The best crews will be invited at La
Plagne, Kevin’s home spot, for 3 days of
exhibitions, concerts and equipment tests.

19. KRQUARTERRECORD
VISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMO
CONCEPT :
Kevin Roland set the world record of quarter pipe
to trigger a massive media exposure for Orange !
HOW :
- Creating a quarter pipe with orange snow +
quarter pipe branded
- Inviting journalists
- Spread the video footage to TV and Internet
World record doesn’t need an important
investment and can generate a high media
exposure !

21. PROMOTIONINSTORE
²
VISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMO
CONCEPT :
Orange uses the partnership with Kevin Rolland to develop its
sales with its Smart offer « Advantage - 18 years old ».
HOW :
1. During the Winter X GAMES in Tignes and Aspen :
Promotion on this offer
2. Creation of a KR option
• News about KR
• Deezer app : playlist of KR (and friends)
• Ride sessions app : videos, news about the Orange’s
team
• Snow forecast app (ski resorts)
COMMUNICATION :
 Web campaign  Orange’s website, Ride
sessions, social networks, websites about action sports
 POS in stores

22. RETROPLANNING
²
AN ORANGE & KEVIN ROLLAND WINTER !
November December January February March April
In Bed With KR
La Plagne KR
Orange KR
Kr Quarter
Promotion
OrangeLEDpipe
One shot

23. THANKYOUFORYOURATTENTION