Emakina Academy #11 : Rendez-Vous.be integrated campaign

Rendez-Vous.be integrated campaign Brice Le Blévennec President Emakina Group

About Rendez-Vous.be • Pioneer of Internet dating in Belgium (founded in 1997) • Part of Net Events Media, subsidiary of Groupe Rossel • 100.000 active profiles • 40.000 unique visitors/day

Campaign Briefing • Integrated campaign combining above-the-line (cinema spot, radio commercial, print, bannering) with PR/viral tactic • Reflecting the brand values and identity: lively, user-friendly, warm- hearted, Belgian-rooted and… efficient (Rendez-Vous.be makes you successful when you’re looking for a new relationship) • Capitalizing on Rendez-Vous.be history (celebrated its 10th birthday in 2007) • End goals: generating brand-awareness and new registrations • Time period: 5th May – 16th June

Creative Concept • The most beautiful love stories aways start on Rendez-Vous.be... and it even works with political leaders who just hate each other. • Proof of concept with Yves’ke and Joëlle...

ATL material • Bannering (AuFeminin.be, VictoireMag.be, Immoweb.be, Autogids.be, LeSoir.be, Libelle.be, Fitfixers.be, Humo.be, Milozine.be) • Print advertising (Le Soir, Guido, White Night) • Radio commercial (Radio Contact) • Cinema spot (Kinepolis, UGC)

Bannering

Print Advertising

Cinema Spot

PR 2.0 Strategy •  In addition to the ATL campaign, the cinema spot also served as vehicle of a buzz marketing campaign using 2 channels: •  Traditional PR based on a real-fake press release (« Scoop: Yves L. and Joëlle M. go on vacation together ») •  Buzz in social media through seeding in social harvesters (blogs, forums, news aggregators…)

Results Free registrations - Week 19 (start): 2.150 new registrations / week - Week 24 (end): 3.550 new registrations / week = +65% in free registrations Paid registrations - Week 19: 1.120 new paid registrations / week - Week 24: 1.610 new paid registrations / week = 1.250 new paid accounts = + 43% in paid registrations PR results - 10.000 views on YouTube in 2 weeks - Significant media coverage - …and an obvious source of inspiration for some colleagues of Yves’ke and Joëlle

Thank you! Any question? 19

Emakina Academy #11 : Rendez-Vous.be integrated campaign

by Emakina on Nov 06, 2008

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Emakina Academy #11 : Rendez-Vous.be integrated campaign — Presentation Transcript

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