Marketing with 360 degrees, operational and 2.0, for Philips
June 24, 2008 by Agency of communication
To print this press release Press releases, marketing, communication, Internet.
Marketing with 360 degrees, operational and 2.0, for Philips
Council in Marketing Services arranges, cash among the leaders in the Marketing of the Client relationship, The Marketingroup continues the rise to power of the communication campaign Philips (small household appliances of kitchen).
Parallel to the installation of PLV in GMS and specialized store announced last March, Philips invests from now on the Web through a Web collaborative TV interfering an operation contents of mark (brand content) and social media marketing.
Philips made rimer direction and healthy in GMS and Specialized stores
Through a series of promotional means (boxings, stands of animations and tasting, head of gondoles, flagstones of grounds…) declined around the claim “5 fruit and vegetables per day!
It is healthy and it is simple”, Philips puts in scene starting from mid-May, and in particular for the Mother's Day, its equipment tendencies (blender, centrifugal machine, to mix, Robot…) in GMS and specialized stores.
“Marketing hangs It, which refers to the second National plan Nutrition Health (PNS) reinforces the positioning of Philips on the universe health-nutrition, as Caroline Biros underlines it, Philips product manager.
It functions as a wink near the consumer by making rimer “it is healthy and it is simple” with “direction and simplicity”, our signature of mark.”
Philips produces the receipts of blogueuses in video on Internet
Thanks to the Enchanter of the new media, specialized agency in E-marketing, Philips innovates on Internet with a strategy of brand content (Web TV) in mode Web 2.0 and one plan with viral marketing.
The French subsidiary company of the company Dutchwoman creates Cuisine Studio TV, the first emission Web participative TV devoted to the kitchen, in collaboration with impassioned kitchen on Internet.
Each week, the afficionados of kitchen will be able to find new filmed receipts putting in scene amateurs blogueurs, in the spirit of the operational countryside (of the healthy and simple receipts).
“We left the double report whom the kitchen and the receipts constitute a major request of the Net surfers, and whom amateurs blogueurs occupy a great place in the supply of contents which answer this.
We wanted to offer the video dimension to them (with average professionals) which they miss and bring a strong added value as regards kitchen. ”, explains Arnaud Dassier, Associated director of the Enchanter of the new media.
The main part of the means will be devoted to the production of the contents, the diffusion being relayed by a plan of buzz and partnerships permitted by the quality of the contents and the speakers.
Indeed, contrary to the Web TV existing owners, the films will be available in flow daily motion in order to support a recovery and a free diffusion on Internet.
Filmed blogueurs, and those whose receipts will be posted on the site in format text and photograph, will be the principal ambassadors and diffusers on their blogs of these contents carried out with their contest.
It is the added-value (video) and the participative dimension of the contents which are the independent factors of its diffusion (Web 2.0).
Moreover, the fact that truths amateurs referents spontaneously emphasize the use of the Philips products gives obviously a great force to the communication of the mark.
In order to multiply the visibility of these filmed receipts, the vidéos will be also available on the site partner of Kitchen AZ, in the form of exchange of contents against visibility.
A contest organized with the vote of the Net surfers will make it possible to reward the best contributions.
This strategy is coherent with the positioning of the Philips mark, because by giving to the impassioned amateurs of kitchen the means of developing their know-how in video on Internet, Philips is well in its role of simplifying and technical facilitator of the kitchen.
In order to reinforce the credibility of this Web TV, Philips offers the collaboration of Cyril Lignac, already partner of the mark, which will propose new receipts, tricks and easy ways of chief, and will animate a contest of the best filmed receipt.
In connection with the Enchanter of the new media
Arranges council in communication and marketing on Internet, the Enchanter of the new media is specialized in relational, Community and collaboratif E-marketing with the service of the marks. Created in 1999, at the end of bubble Internet by Arnaud Dassier and Bruno Walther, the Enchanter of the new media immediately positioned like a craftsman of high-end on this branch of industry.
Extremely by a controlled growth, the Enchanter of the new media as well accompanies customers Large accounts by traditional sector as of the innovating start-up projects.
In connection with The Marketingroup
Quoted on the stock exchange on Alternext, The Marketingroup is an independent agency held in majority by its management (founders and associated directors).
With more than 400 collaborators, a turnover 2008 estimated at 32 M€ and a gross margin of 12 M€ (2007), The Marketingroup is essential on the wire campaigns as an agency leader in the marketing of the Client relationship.
A dimension Internet Inside, consolidated by the recent acquisition of the Interactive agency the Enchanter of the new media, makes it possible The Marketingroup to infuse the digital culture into all its expertises trades and to propose strategies of conquest and development of consumer loyalty, with the measurable performances, which answer waitings of its customers.
Contact Presses:
Sophie Benoit arranges
Julie or Yglinga
Telephone: 01 43 41 08 51
Emails: julieb.sbc@orange.fr - yglinga.sbc@wanadoo.fr
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Tags: Web communication, Web 2.0, Web TV, Marketing Internet