Only 20 of our fellow citizens are mobilized on this issueNicolas Sarkozy should push to pragmatismWe will grant three new blocks to exploreA slope and a return to the previous levelThe cost of his gesture is also insignificant 1Three projects have been labelled on this projectA way to counter the expansion of Lufthansa in EuropeIn addition the FRAM entry on the market of open air hotel saidClearly the difficulties are to the SNCFThe securing of career paths is the priceVivendi entertainment company Since the beginning of the 2000s, the association between the communication group, long leaded by its financial difficulties, and the concepts of laughter, lightness and escape eventually become incompatible. Vivendi, in 2002, it was in fact 35 billion euros of debt and losses. Where silence stubborn that watched the group, eyes hijacked on its financial recovery and the sale of its non-strategic activities. Far, far from any concern of advertising communication: the previous campaign was in 2000. So an eternity in the short existence of Vivendi, ex-Générale of water. What Mercedes Araf, Executive Director of Havas and executive co-Chair of Euro RSCG, translated as follows: "the Group considered to be first prove, focus on the real business, returning to the floor."
Beginning in the fall of 2006, however, the financial recovery of the company being something acquired, Vivendi said it was time to address, via a series of qualitative studies, to the perception of its image, harshly heckled in recent years. With the arrival, results mixed. With the leaders of opinion in effect, the new periphery of the group, its financial soundness and apprehension of its various trades music, TV, cinema, mobile, Internet, games now seem to fairly widely assimilated. The fact that, at any time, financial communication destined for makers has been interrupted, there is no doubt for many. Just as, according to Georges Lewi, sociologist on trademarks, the strategy adopted by the leaders, "who have had reason to stay the course of their strategy and in particular do not yield SFR to Vodafone. Because it is the motive which appears as the new major media, whereby it is able to pay with his credit card, connect to all other media... While there are still three years it would have gambled on the Internet. "Makers seized this new convergence, but it is not clear that the public had apprehended him."
In fact, Vivendi image appears more blurred with the general public "who does know more too that covers the group, seen as an assemblage of heterogeneous activities", says Hélène Faulques, Director of institutional communications for Vivendi. While Marie-Laure billet, Creative Director of BETC Euro RSCG, signatory of the campaign, adds: "it was necessary to clarify the contours of Vivendi, recall its various functions and, especially, find a red wire together them to each other.".
Which thread then emerged quite soon. Because what common point between different trades that declines with equanimity Vivendi, otherwise one clear play And what's more important, in a cautious, anxious, then folded on itself... as this need for entertainment The strategy was perfect: "after reflection and more informative campaigns, we realized that entertainment is the backbone of the Vivendi group, says Mercedes ARAF. But, to this concept, it had to have the courage to take the word "entertainment" of air to miss the point, while in reality, it is a vital need. Better, while for a long time, entertainment has remained a passive activity where it interacted not, it has become an element structuring of the human, in the same way that the work. Deeper still, the world of entertainment is becoming a major strategic economic issue.
More left to put the concept in music. It is thing made on 20 November via a "teasing" intriguing (in reality, four minutes and twenty seconds of the TV spot produced by the Agency in its longest version) declined on Youtube, and then the next day on Dailymotion. Bingo! In four days, Vivendi and BETC Euro RSCG record 12,000 clicks. Everything is ready for the next step. It will take place on 26 November in the form of a spectacular television film, shot during five days in New Zealand. Vivendi is it was vowed: "no question of large bombastic statements, let alone play on emotion, as too many institutional campaigns", insists Hélène Faulques. Therefore, the register of humour and second degree that has been favoured: abandoned on an island alone, hostile, buffeted by the winds, tempered by spray, an improvised Robinson attempts to survive. But soon found how to eat and where to sleep, is bored and starts looking for entertainment. Four trunks of tree, a few vines and a reconstituted screen which will serve as her to improvise matches of soccer between gulls, fish as involuntary balloon. Voluntarily symbolic, even almost elliptical, the outlined square may well appear screen of Canal , the computer than mobile SFR, video games... Then imagine that Vivendi campaign coincides conveniently with the holiday season (and gifts) end of year, there was that a step crossed some analysts, doubts about the timing of the communication... but Mercedes ARAF refutes with energy: "There is no commercial stake in our approach", insists. The television campaign should then continue to be declined until 16 December, while the press creations will continue until February.
