SPONSORSHIPACTIVATIONKEVINROLLANDORANGELucas DEMANGE : lucas.demange@eurmed-management.netKevin GEOFFROY : kevin_geoffroy@...
BRIEFINGBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIESPURPOSE :HIGHLIGHT THE FIT BETWEEN ORANGE AND KEVINROLLANDPOWERING...
PLANBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES                                                   Synergies1.   Kevin...
KEVINROLLANDBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES                HUGE RECORD !!!   - 4 gold medals at the X Gam...
KEVINROLLANDBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIESKEVIN ROLLAND : AN APROACHABLE ATHLETE WITH STRONG VALUES !Wor...
ORANGEBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIESTHE OPERATOR :Orange is the main company of the FranceTelecom’s grou...
ORANGEANDSPORTSBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES               ORANGE, MAJOR PARTNER IN SPORTS
ORANGEINACTIONSPORTSBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES         ORANGE, MAJOR PARTNER IN ACTION SPORTS3 diffe...
SYNERGIESOFTARGETSBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES                       SEGMENTATION AND BEHAVIOUR / STRO...
SYNERGIESWITHKEVINROLLANDBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES                         QUALITATIVE ANALYSIS OF ...
SYNERGIESMARKETINGPOSSIBILITIESBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIESORANGE MARKETING NEEDS FIT WITH OPPORTUNITI...
SYNTHESISOFSYNERGIES  BRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES                  3 PILARS FOR AN EFFICIENT SPONSORS...
VISIBILITY - PRVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOVISIBILITY :Stickers on his ski and...
ORANGELEDPIPEVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Kevin Rolland makes for the ...
INBEDWITHKEVINROLLANDVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Orange provides an e...
LAPLAGNEKEVINROLLANDVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Orange permits its su...
ORANGEKRCONTESTVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Orange in partnership with...
KRQUARTERRECORDVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Kevin Roland set the world...
PROMOTIONINSTORE            ²VISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Orange uses ...
RETROPLANNING            ²                AN ORANGE & KEVIN ROLLAND WINTER !                  November   December   Januar...
THANKYOUFORYOURATTENTION
Activation Kevin Rolland - Orange
Activation Kevin Rolland - Orange
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Activation Kevin Rolland - Orange

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Activation Kevin Rolland - Orange

  1. 1. SPONSORSHIPACTIVATIONKEVINROLLANDORANGELucas DEMANGE : lucas.demange@eurmed-management.netKevin GEOFFROY : kevin_geoffroy@hotmail.frLorick JOSEPH : lorickjoseph@yahoo.frAntoine OULE : antoine.oule@euromed -management.netThibaut SAINT-LOUBOUE : thibaut.saintlouboue@euromed -management.net
  2. 2. BRIEFINGBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIESPURPOSE :HIGHLIGHT THE FIT BETWEEN ORANGE AND KEVINROLLANDPOWERING A NEW SPONSORSHIP ACTIVATIONBETWEEN ORANGE AND KEVIN ROLLAND IN THECONTEXT OF THE RE NEGOCIATION OF THEIRSPONSORSHIP AGREEMENT
  3. 3. PLANBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES Synergies1. Kevin Rolland 1. Match between the 5. Brand content targets of Orange andSport the action sports lovers In bed with Kevin RollandValues 2. Brand equity La Plagne Kevin Rolland 3. Orange’s marketing Orange KR contest2. Orange objectives and theCompany marketing possibilities 6. Sells developmentSport partnership 4. SynthesisAction sports partnership Promotion in store Presentation Activations
  4. 4. KEVINROLLANDBRIEF - 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. 5. KEVINROLLANDBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIESKEVIN ROLLAND : AN APROACHABLE ATHLETE WITH STRONG VALUES !Worldwide ambassador of the next Youth Olympics GamesWell know to be very funny (followus.tv)Team player + approachable + polite + smiling = Kevin Rolland !
  6. 6. ORANGEBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIESTHE OPERATOR :Orange is the main company of the FranceTelecom’s group. 3st mobile telephone operatorin Europe, 1st internet service provider in Europe.THE ACTIVITIES : Mobile phones Broadband & mobile broadband TVKEY FIGURES : Turnover : 33 848 billion Euros Employees : 100 000 Number of clients : 221 million
  7. 7. ORANGEANDSPORTSBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES ORANGE, MAJOR PARTNER IN SPORTS
  8. 8. ORANGEINACTIONSPORTSBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIES ORANGE, MAJOR PARTNER IN ACTION SPORTS3 different types of partnerships : COMPAGNIESExclusive partnership with Quiksilver onproducts, events and athletes ATHLETESMathieu Crépel (snow), Charlotte Consorti(kite), Mathias Dandois (Bmx), Xavier Bertoni (ski), … EVENTSOrange Freestyle Cup (windsurf), Roxy Pro (surf)
  9. 9. SYNERGIESOFTARGETSBRIEF - 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 brandBEHAVI. 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. 10. SYNERGIESWITHKEVINROLLANDBRIEF - 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. 11. SYNERGIESMARKETINGPOSSIBILITIESBRIEF - PLAN - KEVINROLLAND - ORANGE - SYNERGIESORANGE 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. 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 opportunitiesSEGMENTATION : A STRONG FIT COMMON VALUES OUTSTANDING BRAND CONTENT POWERFULL PARTNERSHIP!
  13. 13. VISIBILITY - PRVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOVISIBILITY :Stickers on his ski and his helmetPRESS RELATIONSHIPS :- Press releases (news, results …)- Interviews- Photo shootsPUBLIC RELATIONSHIPS :Kevin will be available to represent Orangein meetings, conferences, events, …
  14. 14. ORANGELEDPIPEVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Kevin Rolland makes for the first time in theworld a ride on the dark thanks to LED onthe pipe and his ski suit.HOW :- Creation of a special pipe in La Plagne withorange 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 highquality video footageCOMMUNICATION :Spread the video footage on- Internet (Youtube, blogs, social network …)- TV (specialized programs, TV news)
  15. 15. INBEDWITHKEVINROLLANDVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Orange provides an exclusive content to its subscriberspermitting to follow the season of one of the best riderin 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 !
  16. 16. LAPLAGNEKEVINROLLANDVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Orange permits its subscribers to win 1 week in LaPlagne, in the Kevin Roland chalet.HOW :Beforehand the event, during the season Kevinchallenges the netizens proposing them to performtricks according to different thematic : winners will beselected to participate to a drawing of lots to get oneweek in Kevin Rolland’s chalet !
  17. 17. ORANGEKRCONTESTVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Orange in partnership with Kevin Rollandlaunches the Orange KR Contest, a newonline competition for non-professionalskiers.HOW :Kevin invites crews of skiers to upload theirvideo footages on the KR contest website.The winners will be selected by both Kevinand the netizens by watching the videos andvoting on the website.The best crews will be invited at LaPlagne, Kevin’s home spot, for 3 days ofexhibitions, concerts and equipment tests.
  18. 18. KRQUARTERRECORDVISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Kevin Roland set the world record of quarter pipeto 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 InternetWorld record doesn’t need an importantinvestment and can generate a high mediaexposure !
  19. 19. PROMOTIONINSTORE ²VISIBILITY - ORANGEDEL - IN BED - LA PLAGNE- KRCONTEST - QUARTER - PROMOCONCEPT :Orange uses the partnership with Kevin Rolland to develop itssales with its Smart offer « Advantage - 18 years old ».HOW :1. During the Winter X GAMES in Tignes and Aspen : Promotion on this offer2. 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
  20. 20. RETROPLANNING ² AN ORANGE & KEVIN ROLLAND WINTER ! November December January February March AprilIn Bed With KR La Plagne KR Orange KR Kr Quarter PromotionOrangeLEDpipe One shot
  21. 21. THANKYOUFORYOURATTENTION

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