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Bienvenue chez les cousins des ch'tis

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Bienvenue chez les cousins des ch'tis

  1. 1. Bienvenue chez les cousins des Ch’tis ! L’exploitation du phénomène « Bienvenue chez les Ch’tis » par l’équipe du Comité du Tourisme de la Somme
  2. 2. Bienvenue chez les cousins des Ch’tis ! Le film de Dany Boon sort en salle. Pour ceux qui arrivent à dégoter une place, c’est une révélation. La cuisine du CDT devient alors le lieu de tous les échanges ! Je suis allée voir « les Ch’tis » hier, j’étais pliée de rire ! Et tu sais, on se retrouve beaucoup dans le film. On se sent Ch’ti ! Ben ouais hein !!! On a les mêmes racines…il reste un t’cho peu d’jus din ch’cafetière ? 27 février 2008
  3. 3. Bienvenue chez les cousins des Ch’tis ! 28 février 2008 Notre directeur, Mr Vermersch, envoie un email à l’équipe pour recueillir les réactions de l’équipe face au phénomène et initie l’idée d’une action de communication on line…mais comment ? « Un rapide tour d'horizon des sites internet montre que personne n'a encore réagi au formidable intérêt que suscite le film de Dany Boon. Avez vous une idée pour que dès lundi matin, on occupe la place laissée libre ? Que pouvons nous faire ? Nous sommes rapides, je le sais, mais arriverons-nous à trouver une idée pour rebondir sur cet intérêt soudain ? Le concours est ouvert !!! »
  4. 4. Bienvenue chez les cousins des Ch’tis ! 29 février 2008, le matin Réunion d’équipe exceptionnelle : brainstorming très prolifique. Chaque collaborateur au CDT a eu le temps de se forger une idée sur le sujet. Dors min p'tit Quinquin Min p'tit pouchin Min gros rojin !!!!
  5. 5. Bienvenue chez les cousins des Ch’tis ! 29 février 2008, après-midi Les idées principales ont été trouvées. 3 membres du pôle promotion / communication rédigent les textes (aidés du dictionnaire français/picard) et cherchent des photos illustrant le contenu sélectionné. Comment faire passer nos valeurs avec humour ? En plus, on est pas vraiment des Ch’tis… Non, mais on est les cousins des Ch’tis ! D’ailleurs Dany Boon le dit dans le film !
  6. 6. Bienvenue chez les cousins des Ch’tis ! 29 février 2008, après-midi Oui ! Et nous aussi on a nos spécificités : un langue propre, une gastronomie régionale, des évènements spécifiques, on a même un comique bien de chez nous !
  7. 7. Bienvenue chez les cousins des Ch’tis ! 29 février 2008, après-midi Super ! On a nos articles !!! - Commint qu’in dit ? > le lexique du picard - Vos vacances à Gardincourt > promotion des hébergements ruraux - Quoé minger à ch’soupé ? > gastronomie et produits du terroir - Chés troès tiot cochons > spectacle de marionnettes en picard - Chitcatt, euch comik ed picardie > notre Dany Boon à nous ! - Festival Chès Wepes et les martchés à redries (brocantes) > culture régionale, tradition
  8. 8. Bienvenue chez les cousins des Ch’tis ! Lundi 3 mars 2008 Mise en ligne de la homepage de www.somme-tourisme.com entièrement thématisée « Bienvenue chez les cousins des Ch’tis ». La ligne éditoriale est respectée : la thématique « Ch’tis » restera en ligne toute la semaine. Mise en ligne du contenu, campagne Adwords, SEO, on est bon ! Attaquons-nous à la newsletter maintenant
  9. 9. Bienvenue chez les cousins des Ch’tis ! Jeudi 6 mars 2008 Envoi de la newsletter dédiée. Et pour finir en beauté, un peu de PUSH marketing…espérons que le succès soit au rendez-vous.
  10. 10. Bienvenue chez les cousins des Ch’tis ! Pour quels résultats ? <ul><li>La fréquentation du site Internet a augmenté de 45% pendant l’opération « Ch’tis» : 8.000 visiteurs sur la semaine, 40.000 pages vues. - Campagne Adwords : > mots clés : fricadelle, bienvenue chez les ch’tis, ch’tis, Dany Boon, baraque à frite, biloute… > 49.265 impressions, 1695 clics, budget de 379,94€ : CPC moyen 0,22€ </li></ul><ul><li>La newsletter : > 25.000 destinataires > Taux d’ouverture : 29,5 % > Taux de clics : 10,5 % > Taux de réactivité : 35,4 % </li></ul>Record d’affluence le 6 mars 2008 : 2100 visiteurs
  11. 11. Bienvenue chez les cousins des Ch’tis ! Les retours : « Excellent, bravo ! Enfin un peu d’humour…nous en avons besoin ! » « Bien vu m’in fiu ! Continuez comme ô !! On va décrocher ch’pompom ! » « Salut m’tiote, ché t’ein bouein ideu vouk z’avez eu lo ! » « Very good idea ! » « Ancienne journaliste picarde, qui tient sa région à cœur, je tiens à vous féliciter pour le site Internet, et particulièrement la page d’accueil dans notre patois. » « Un grand bravo ! Le travail, c’est fantastique quand on peut le vivre de cette manière ! » « Je pense que ce sont les ch’tis nos cousins ! Le ch’ti descend du picard   »
  12. 12. Bienvenue chez les cousins des Ch’tis ! Les enseignements : Cette campagne est la confirmation que pour obtenir un impact positif auprès des Internautes, quelques règles sont à respecter : - s’appuyer au maximum sur l’actualité : les Internautes sont d’autant plus réactifs quand ils reconnaissent certains « codes » qui leur sont familiers - renouveler sans cesse les contenus afin de fidéliser au maximum notre auditoire - utiliser un ton léger, enlevé, drôle, et non un discours pompeux et ennuyant encore trop souvent véhiculé par les institutionnels - illustrer le contenu par des visuels de qualité Cette expérience a fait éclore la formidable richesse créative que l’ ensemble de l’équipe est en mesure de produire quand on lui donne carte blanche pour s’exprimer. L’organisation interne s’en ressent depuis ce jour.
  13. 13. Bienvenue chez les cousins des Ch’tis ! « ADÉ !!! » Toute l’équipe du Comité du Tourisme de la Somme vous dit :

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