Lebara Promotes Brand Among Sub-Saharan Africans in France

LEBARA GROUP FRANCE MARKETING DIVISION
PARIS EVENT MANAGEMENT 6TH APRIL 2010
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LEBARA MOBILE
PARIS EVENT MANAGEMENT
APRIL 2010
A STRATEGY TO PROMOTE THE BRAND AND ITS PRODUCTS
AMONG A MAJOR ETHNIC SEGMENT :
SUB-SAHARIAN AFRICANS
MAINLY FROM:
WESTERN AFRICA / CENTRAL AFRICA
SUPERVISOR: DIABY Oumou

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SUMMARY
INTRODUCTION 3
I – THE TARGETS 4
A) MAIN FACTS ABOUT IMMIGRANTS IN FRANCE 4
B) CORE TARGET OF UPCOMING EVENTS: 5
THE SUB-SAHARIANS
1. SPECIFITIES : AGES, SEX, ORIGINS,BACKGROUND 5
2. GEOGRAPHICAL SPECIFICITIES 5
II - TOOLS TO PROMOTE 7
A) SPONSORING 7
1. MAJOR EVENTS 7
2. ARTISTS, CONCERTS, TOURS 10
3. COMIC ACTORS 11
B) D.I.Y EVENTS 12
a. THE TROUBADOURS TOUR 12
b. THE WALKING CABINE 16
c. THE LEBARA LOVES AFRICA EVENT 17
C) CLASSIC CAMPAIGNS 20
RADIOS, TV’S , PRESS, INTERNET 20
III – CONCLUSION 22
SOURCES 23

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INTRODUCTION
With successful launches in Netherland, Norway, Denmark, Spain, Switzerland,
UK, Australia and in January 2010, in Germany, LEBARA MOBILE has made its
proofs in a certain way, in ones of biggest european countries.
Such results are encouraging but are not to be taken for granted as the France’s
launch is concerned. In fact, What’s true, « marketingly » speaking, for a country,
is not necessarily true in an other and French consumers got their own
specificities, even the immigrants part of them.
Because ethnicity is treated differently in France ; as an example, the state refusal
of having ethnic statistics and the republican model being based on assimilation,
commercial policies to target ethnic groups is always a task of its own.
LEBARA MOBILE’s efforts to fulfill this range of the population’s needs in terms
of telecom consumption is a real challenge worldwide in general, and in France in
particular.
Strategies to promote its products have to be preceded by specific studies upon such
targets particularities and the listing of relevant facts concerning them.
That’s what we’ve try to do here, in this folder, by painting in a first part a brief
French immigrants portrait, including our core target, followed by the
presentations in a second, of suggestions of sponsorships and events to promote
the brand’s products and closed by a conclusion on policies choosed.

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I – THE TARGETS *
A) MAIN FACTS ABOUT IMMIGRANTS IN France (AFRICA, WEST INDIES,
TURKEY)
This folder is based on clear facts and ‘speaking-for-themselves’ figures :One French out of ten,
10%, around 6 millions individuals all ages, are of non-European origin.
source : SOLIS
Among them 33,2% are from Sub-Saharan Africa (19.5%) and French west Indies (13.7%).
Most of them live in Paris and its suburbs.
The first generation of these immigrants, all origins, is evaluate as a population of 2 667 500.
When it’ll come to target them all, this is a figure to keep in mind because the first generation
is the one which is the most rooted to their native land.
B) IMMIGRANTS IN ILE DE FRANCE
20% of the 12 000 000 millions Franciliens are of Maghreb/ Sub-Saharian Africa/ French west
Indies origin which represent around 2 500 000 people. The Ile de France region (the one we’re
focussing on, here) has a tradition of immigrants of all origins. Alone it covers about 40% of
migrants in city areas. The rate reaches nearly 65% of immigration from Sub-Saharan Africa.
Mostly, they chose to live in Paris when it comes to migrate in France.
*(All figures based on the SOLIS study and INSEE)

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C) THE CORE TARGET : SUB-SAHARIAN AFRICANS
1- AN ATTEMPT OF ESTIMATION IN I.D.F
As said above they represent 19.5% of national immigrants.
By re-using our nationale scale (not very exact but the non existence of ethnic statistics in
France forced us to do with tools and figures we’ve got.), in IDF they might represent 487
500 individuals, all ages.
With the estimation of 48,5% from the first generation (a SOLIS estimation), we can
evaluate our core target : 236 437.5.
Why ? Because they’re the one with the strongest links remained toward their native
country.
2- SOME SPECIFICITIES : ORIGINS - GEOGRAPHY – BACKGROUND
The other ranges of ages are also to consider but globally speaking links reduce as
individuals youngen. However, they exist and they represent potential targets too.
They are mostly from West Africa : Senegal, Guineas, Mali, Ivory Coast, Gambia, Ghana,
Niger, Nigeria, Togo, Mauritania and Central Africa : Central African Republic, Chad,
Democratic Republic of Congo, Congo, Gabon, Cameroon.
Their concentration depends of areas. Highest in :
 Paris « intra-muros » :
The « Castles » (Château Rouge, Château d’eau)
Belleville, La chapelle, Saint-Ouen
 Suburbs :
mainly in 93 and 95 (Seine Saint Denis, Cergy)
A fact to highlight : Figures presented in this firts part focussed on Maghreb, African/French West
Indies immigrants and Turkeys not really considerating Indians, Asians and East-Europeans
migrants. Once again the non-existence of such ethnic statistics in France harden our task and we
use the figures we were able to find and estimate. Those, can too be potential consumers just like

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native French people too (in a smaller proportion of course). For further studies it’d be interesting
to evaluate their presence, needs, in those terms, when it’ll come to widen targets.
MOST IMPORTANT FACT:
According to the SOLIS study on their comsuption specificities, nearly 90% of the intervieweds (all
origins) declare often calling friends or relative in their native countries, and in a weekly frequence
for half of them !
And that’s where our story starts…
Three main facts came out of this short study :
The strong presence of immigrants on the national territory, more specifically in IDF.
Their localization : areas were we can notice their highest concentrations.
Their telecommunications comsuption .
Based on such elements, our strategy to promote LEBARA MOBILE products have to be based on
coherent events on those specific areas and specific targets but not only.
In fact, what seems first relevant is using first a major tool : SPONSORING.
It’s in a second time that we’ll present ways to promote the brand by « D.I.Y » events to say so, and
finally close our presentation on mediatic supports, possible ad campaigns, than can raise our
notoriety.

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II – TOOLS TO PROMOTE
A) THE SPONSORING
As Lebara communications strategy is focused around engaging directly with customers through
local events, ethnic celebrations and festivals, we found interesting to keep the same policy in
France as the Sub-Saharian community is concerned. They hold a lot of cultural, local events, every
year in Paris with a high level of participation. This community has a really great pleasure, not to
say NEED, to gather for every single occasion. Everything is a pretext to party and celebrate. Birth,
weddings, religious ceremonies (both christians and muslims concerned), departures, arrivals from
trips, employments,…
1. SPONSORING MAJOR EVENTS
As seen in UK, THE UK LEBARA MOBILE AMA. A great example of sponsoring :
In Swizterland :
In Benelux, France, Germany
,
A golden sponsor for Miss China Europe

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To stick to this good philosophy in France and specially in Paris, here are some events that could be
interesting to sponsor :
These events are the ones that can reach the maximum individuals of our core target.
This award ceremony is widely watched and is the only one of this type in France. It aires on public
channels (France Ô and France 5) so the impact can be very strong and as much as it’s a national
airing.
As for the event « La Goutte d’Or en fête », it’s Paris’ most famous popular cultural one.
People gather from all I.D.F, not only to watch the show, but also to participate to the many sorts
of contests (danse, music, sports) held during it. This is a major opportunity to make the brand
known.
La GOUTTE D’OR EN FÊTE
Every Summer around the end of June
The AFRO-CARIBEANS AWARDS
Every year around September

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There are several approches possible:
 a simple sponsorship (LEBARA mentionned as a sponsor like many others)
 a strong sponsorship (with LEBARA MOBILE appearing as a major sponsor)
 the presence of a special LEBARA stand
 visibility of LEBARA on several stands and shows (dance shows, concerts,…)
Other major upcoming events can too be an opportunity to spread the brand existence.
 QUAI 54
A major basket ball championship. Its
specificity is that it’s based on its treet version
whom participants are mostly from Africa,
French west Indies. The contest is an
american-like show with performances from
many artists live.
Officially it’s not an event reserved to the
black community but when you see it, that’s
what it turns to be…
We contact the organization to know the exact
date of this event this year. No answer. We’ll
try again this all week.

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 L’Année du HIP-HOP – The Year of HIP-HOP
2. SPONSORING ARTISTS, CONCERTS AND TOURS
 The brand might also sponsors concert, tours of famous African artists widely acclaimed,
not only in their own country or community but Africa-wide, and among their diasporas in
Europe.
The today’s most two famous ones are without any doubts Youssou N’dour (SENEGAL.
Senegalese represent a powerful and numerous community in Paris) and Fally Ipupa, « the
congolese Justin Timberlake » that daughters and mums love.
Being associate with such contemporary African music icons is a step forward in LEBARA’s
quest of notoriety.
This is an other award ceremony that reward
HIP HOP and RNB artists exclusively. It’s
held every year in Zenith around February.
Last year an incident happens with a famous
french rapper Booba that make some
journalists say the event may not be
reconduce for the next years. A information
to authentify though. We also try to contact
them with no chance. We’ll keep on trying
too.

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3. SPONSORING COMIC ACTORS
 To close the SPONSORSHIP part, here’s a last proposition : sponsoring major african
comic shows.
The most famous are sketches by a famous company : LES GUIGNOLS D’ABIDJAN.
They are from Ivory Coast but most of Africans from Senegal, Mali, Guineas, to Cameron,
Gabon, Congo, RDC, Bénin, Togo, etc… would watched them. Their performances air on
African channels, France immigrants can watch by satellite, or are available on DVD’s, sold
in every african cultural shops.

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In France a humorist named Patson also have a large audience among Sub-Saharians:
PATSON with his celeb gimmick « YES PAPA, jeux de jambes, cadeau ! » that has totally
entered most african communities vocabulary. It’s a way to make fun of ourselves and the
way we always invent new expressions that most of the time means nothing.
Being present on their visual supports, concerts or tours is an important exposure that can
totally participate to the increase of the brand notoriety among France’s black communities
but also in Africa itself.
The sponsoring of all the events we’ve presented above is a major way to gain notoriety
since our core target dedicate a lot of its attention to their native countries’ culture, music
and artists, even being far away from home. Distracting themselves is a major way to forget
everyday routine, worries, and the sadness that can sometimes occurs from the separation
with their family.
Fortunately LEBARA MOBILE has one goal : « bringing people together»…
In the following part, we’ll present possible events the brand could hold by itself to make
itself known and roots its presence in France, starting by Paris and its region.
Before starting those presentations we gotta mention one thing : the launches of
competitors in the same segments (ads available in the folder) last week-end. Word is
LEBARA MOBILE launch has to be original to distance them. Originality is the axis we
chose to particularly be efficient in our launching.
B) « D.I.Y » EVENTS
We decided here to focus first on the following zone to hold promotional events:
Paris « intra-muros » divided in 4 main areas :
 The « Castles » (Château Rouge and Château d’eau)
 La chapelle
 Belleville

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The two main important zones are THE CASTLES. There you find Paris number one
suppliers in exotic goods, cosmetics, hair, and cultural african goods. Sub-Saharians come
from everywhere in Paris en its suburbs to provide themselves, specially during the
weekend. Actually, those places are crowded on Saturdays specifically. Among them many
individuals are part of the target we want to reach.
1. « LA TOURNEE DES TROUBADOURS » / « THE TROUBADOURS’ TOUR »
For those places we’ve created a special event « LA TOURNEE DES TROUBADOURS ».
In reference to the tradition of French Monarchy where troubadours used to distract the
king and its court by several shows, speeches and other entertainments. As a wink to this
period and to the name of those places, « château », we made this play on word to
retranscript the essence of the event during which, by the way, LEBARIANS
TROUBADOURS will distract the passers of « The Castles ».
This tour will start in the Château rouge area, delimited by those following streets :
Rue Poulet, rue Dejean, rue des Poissoniers, rue Doudeauville, rue Myrha and Boulevard
Barbès around the Château Rouge metro zone.

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A Château-Rouge map
source : GOOGLE MAP
This tour will be made by a company of dancers/actors that’ll perform little 5minutes plays
based on a family environment where for example the husband blames his woman for
spending too much money on cards and telecommunications to call Africa and the wife
blaming him back for others of their couple issues. The answer will come from a relative or
a child who’ll let them know about this new way to call Africa for less money, and many
more advantages : LEBARA MOBILE !
The comedians will be dressed by LEBARA MOBILE printed T-shirts and hats so to clearly
identified who they’re representing. After the little play, they’ll give informations to
spectatotors and passers and explain why they’d better chose us and all the advantages we
offer.

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Such shows will be held in both Château Rouge and Château d’Eau (wich has a different
geographical specificity : it mainly corresponds to an avenue) in strategic places, not far
from the zone metro stations and spots of major passing.
They’re a lot of african comedians, dancers company ( to name one : BANA LAUMIERE
from Paris 19th) who often do spontaneous shows all around PARIS and in some metros.
Their prestation will of course have to be paid but we could also give them nature
advantages (SIM cards for example as most of them are Africans and they’ll also be a way of
promotion by themselves spreading the news in their personal, family, environment.). This
operation needs a specific estimation but we can already say that it’s totally affordable in
terms of costs as it only involve the remuneration of 3 to 5 « troubadours ».
A one month tout starting in May seem to be best. A shinny period during which people
will be willing to stop for some minutes and let themselves entertained by the our
« TROUBADOURS ». Not to mention that such shows are a tradition in many african
countries. That can be another wink to the continent cultural aspects.

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2. « LA CABINE AMBULANTE » / « THE WALKING TELEPHONE BOX »
This could be a funny and original way to promote the brand.
The principle of this « Walking telephone Box » would be the following :
The person inside, because obviously there will be a person inside, host by another
LEBARIAN, will propose to passers to call their relatives or friends, in their native country
for some minutes. Just the time for them to give some brief news and the time for us to
promote the product and talk LEBARA up. This would be a great way to distance
competitors and catch people attention. As the visual identity of the brand is clear and very
strong (this flashing blue), potential consumers will easily re-identified the product when
it’ll come to buy it.
An event like this will require two person and be held in the 4 Paris intra-muros areas
presented before (The Castles, Belleville, La Chapelle). Moreover, contrarily to « La
Tournée des Troubadours » this one has to take place in a longer period. The period
defined by marketing directors to develop the brand young notoriety. Besides, a phone with
a certain amount of credit will have to be in disposition of those walking folks.

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Las t but not least, the BIG event, built from A to Z. A major manifestation, on a model of
big cultural events.
3. THE « LEBARA LOVES AFRICA » event
A major event that will celebrate Africa and it’s diversity.
Through contests of :
 cooking
 dancing
 hair-dressing
 football.
Why those specific 4 contests ?
Because they’ll concern every ranges of ages, tastes, from aesthetic to sportive concerns,
from fathers to sons, from mothers to daughters, from one country to its neighbour, by
sublimating their concurrence into a sane competition.
All the good spirit of sport and universal values like peace, keeping in mind that many
countries in Africa still suffer from war, will be celebrated.
In terms of image, what’s best ?
LEBARA can here have a big opportunity to make itself known and with the impact of
such a big event, for sure, when Sub-Saharians people hear LEBARA, they’ll hear
AFRICA

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AFRICA… no doubts and a kind of gratitude because, and it’s a not a news, minorities
suffer in France a lack of recognition and representativity.
In the future, this « LEBARA loves AFRICA » could also be retranscripted for other
communities so not to automatically linked LEBARA products to AFRICA only… They
can also be events like « LEBARA loves ASIA »… « LEBARA loves MAGHREB »…
« LEBARA loves INDIA » (which is kinda obvious though !)
Obviously, the financial side of this project is nothing like the other kind of events we
suggest above (human ressources, authorizations, materials, infrastructures,…). But this is
a bet such a society can win.
We can either based its organisations by contacting associations and organizing it in
collaboration with them, but keeping the whole control or organize it by ourselves.
The first solution seems to be the best and the more affordable one in terms of human
ressources. An accurate budget will have to be made for the hold of an event of this
substantial of course.
And finally, we have to mention here the fact that there are many communities who
celebrate their women’s beauty by organizing beauty contests. As seen in Switzerland
where the brand sponsored an election of miss, it’ll be interesting to keep ourselves aware
of contests of this type among the black community so to be as much present on those
type of events as possible and increase our visibility.
An upcoming one is the election of miss Djakhanké 2010, a community that is from
Senegal, Mali, Guinea and Ivory Coast. In one event, we have the occasion to reach
potential consumers of 4 countries which is considerable, not to mention their presence
in Paris specifically, and their strong links to native land. This is a very specific ethnic
group characterized by deeply routed traditions that still practice polygamy and as a
matter of fact have very big families they’ve got to keep in touch with every single day.
LEBARA could be a good alternative for consumers of their type…
Below their FACEBOOK page and presentation of their upcoming event planned to be
held in the last quarter of 2010.

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A member of the organizing team send us this temporary visual of the event.
C) CAMPAIGNS
A classic way to promote a product. MEDIAS. We mean the ones dedicated to the
communities.
RADIOS : RFI, AFRICA N°1, ADO FM
TV’s : TRACE TV, All African Channels immigrants can watch thanks to satellite (RTS, 2S,
ORTM, RTI, RTNC,…)
INTERNET : Africatime.com, Abidjanshow.com, Afrik.com, Rts.sn, Xibar.net, Kinwebtv.com,
etc…
INTERNATIONAL PRESS availbale in France: INFORMATIVE: Jeune Afrique
BEAUTY : Amina, Miss Ebène, Divas
LOCAL PRESS in IDF : most communities have their own « gazette » from congolese to
malians. For example, this local Ivoirian newspaper « Abidjan-sur-Seine »,

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where as you can see they’re advertising spaces available to promote products.

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III – CONCLUSION
The Sub-Saharian specificities allow LEBARA MOBILE to build strategies based on
cultural approaches and entertainment.
Not to stick to the « cliché of : Africans loving partying, dancing and always
distracting themeselves » we’ve got to highlight one thing : their life loving.
Keeping that in mind, the upcoming events the brand is going to chose and plan,
have to respond to this specificity and show that more than the understanding of
their needs as customers, LEBARA has totally figured out them as human beings.
Because what’s more important in campaigns than making its target feel human
and understood ?
With a moto like « Bringing them closer », LEBARA MOBILE clearly declares its
goal. Reaching is a matter of willing. LEBARA has it. Time for customers to know
who we are and confirm a widely spread thought among its communities itself, big
Asian and international companies who show more and more interest toward the
continent, and in circles of « citizens of the world » :
AFRICA IS THE FUTURE.

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SOURCES
THE SOLIS STUDIES
Liberté - 15 juillet 2009
Ce que consomment nos émigrés en France
Communiqué Solis - 17 juin 2009
Solis décrypte les comportements de consommation et les fréquentations médias des populations
issues de la Diversité
Communiqué Solis - 12 février 2009
Près de 9% de la population vivant dans l'Hexagone est originaire d'Afrique sub-saharienne, du
Maghreb, de Turquie et des DOM
INSEE
EHF (Etude de l’Histoire Familiale INSEE 1999),
Recensement des données sur les flux migratoires de l'INED).
WWW.LEBARA.COM
WWW.LEBARA-MOBILE.CH
WWW.LAGOUTTEDOR.NET
WWW.ABIDJAN-SUR-SEINE.INFO
WWW.PARIS.FR
WWW.MISSCHINAEUROPE.COM
WWW.STREETBALL.COM
WWW.GOOGLEMAP.COM
WWW.LESTAAC.COM
WWW.NOUVEAU-PARIS-ILE-DE-FRANCE.FR
WWW.MOBILETODAY.CO.UK
WWW.MOBILENEWSCWP.CO.UK
WWW.MARKETINGMAGAZINE.CO.UK
+IMAGES GOOGLEING

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