REFERENCES

ACCOMPLISHMENTS

SPARK MOTORIST AWARENESS

1THE QUESTION

Drivers are less and less vigilant about seemingly obvious risks they take.

As we moved into summer, French motorway association ASFA, with road safety association Prévention Routière, sought to put the spotlight on safe rules of the road.

  • Hard shoulder
  • Tire pressure
  • Vehicle loading
2THE STAKES
  • Build awareness and change behavior
  • Find the right tone for reaching out to imprudent motorists
3OUR APPROACH :
Showcase best practices

4AN EMPATHETIC CAMPAIGN
  • Advertising spots (in TV-series style) broadcast on highway radio
  • On-line animations to learn best practices
5THE RESULT

« The campaign enabled us to provide motorists with well-known – but all-too-often forgotten – safety advice in a fun and educational way »

— Laurence Guillerm, Communication Director

 

AN EVENT TO RAISE NATIONAL AWARENESS

RESPIRATORY ALLERGIES
FRENCH ALLERGY DAY, 22 MARCH 2011

1THE QUESTION

Respiratory allergies affect 25% of the French population. Often poorly informed,
many suffer the consequences of an illness that in many cases worsens if left untreated.

In 2011 the Association Asthme & Allergies, with support from the allergist community and
Stallergenes, dedicated the Fifth Annual French Allergy Day to respiratory allergies.
During the same year, the French Allergy Commission proposed labelling
respiratory allergies as a “Major National Cause”.


When it comes to respiratory allergies, the French should no longer suffer… they should take action.

2THE STAKES

Build awareness of the symptoms and risks of a multi-faceted illness.

  • Inform without instilling fear
  • Encourage people to take action
3OUR APPROACH

An online campaign to mobilize communities, rationalize efforts and
make one special day last for many months!

Reject regional event concept and steer energy to spread high-quality,
verified and accessible information.

4THE TOOLS
  • An educational website http://allergiesrespiratoiresagir.org at the heart of the campaign
  • A chat room set up during the launch period enabling the general public to address questions
    directly to allergists
  • Ongoing mobilization of social network communities
  • Major Cause support linked to the site
  • Media outreach to build awareness of the site and the cause, activated regularly
    in conjunction with news
5THE RESULTS
  • More than 250 clippings in all media categories – print, radio, TV, web
  • Emergence of a community on Facebook and Twitter
  • 800 votes on the site to support the candidacy of respiratory allergies to acquire the Major National Cause label
  • Growing societal awareness

« An effective web campaign that provided a true public service… without wasting energy. »

— Christine Rolland, Director, Association Asthme & Allergies

 

Unite staff around a shared strategy

1THE QUESTION

In a challenging environment for private banking, Banque de Luxembourg has accelerated its development during recent years: increasingly demanding clients, service diversification, international expansion, technological evolutions, etc. How do you involve all employees in a new momentum?

2THE STAKES

Foster understanding of the company’s vision, strategy and values
to help employees share them more easily

3OUR APPROACH

Definition of strategic messages with top management
“Ambassador” training for managers

  • Share and enrich the bank’s strategy and values across specialties and teams
  • Facilitate adoption through presentation exercises and the identification of concrete applications
  • Collect suggestions for new internal and external initiatives

4THE RESULTS
  • Some sixty managers were trained and reported a very high level of satisfaction
  • All staff were informed by their direct manager with consistent, practical messages
  • New development opportunities were identified

« We became aware of the power of internal and external communication when it serves the company’s strategy, whether in the area of reputation management or in commercial development »

— Philippe Depoorter, General Secretary

 

PROMOTE BRAND THROUGH COMMUNITY MANAGEMENT

1THE QUESTION

International specialist insurer Hiscox sought to promote its professional liability insurance solutions to small business leaders, who have historically been unaware of the strategic risks to their companies.

2THE STAKES

Build business leaders’ awareness of the risks to which they are exposed, depending on their specific area of business.

3OUR APPROACH

Support Hiscox’s niche strategy via communication “2.0”

  • regular publication of useful and practical content
  • acquisition of valuable contacts on professional social networks
  • ongoing animation of on- and off-line communities
4THE RESULTS
  • One-third of 900 tweets re-twitted
  • More than 500 publications on over 100 sector-related hubs on Viadeo and LinkedIn – reaching a potential of 120,000 readers

« In the year leading up to our first advertising campaign launched in France, Opinion Valley helped us establish a solid base for long-term strategic communication on social networks. »

— Anelise Lambert, Marketing Manager

 

BUILD RECOGNITION OF THE VALUES OF BREAD

1THE QUESTION

Ninety-eight percent of the French eat bread and yet there is a continuing decline in consumption.

2THE STAKES

Reveal the values of bread to combat age-old perceptions and commoditization.

3OUR APPROACH

A. On a multi-annual basis:

  • creation and management of a bread, food and nutrition resource center: “L’Observatoire du Pain” has now become a source of reference in the food industry
  • public-relations program designed to change perceptions about bread and develop institutional partnerships
3OUR APPROACH

B. Launch of a socio-anthropological study, entrusted to Sociolab:

  • to more effectively reach out to the consumer
  • to better understand consumers’ relationship with bread and opportunities for development
4THE RESULTS
  • Attachment: 92% of women consider bread a healthy food
  • Campaign perceived as relevant and original by journalists, professionals and institutions
  • Use of study results by millers and bakers for innovation and marketing
  • National and international recognition: Nominated for 2008 Stratégies Prize,
    2011 Communication and Public Relations Consultancies Grand Prize Finalist,
    2011 TAAN Titan Merit Winner

« Bread comes first in the hearts of the French. They eat it every day,
and it is recognized by health professionals as a necessary part of a balanced diet. It symbolizes French food. And yet the challenge is clear: keeping bread at the top of the podium. Opinion Valley is our partner in this mission. »

— Valérie Mousquès-Cami, General Secretary, Cifap / Observatoire du pain

 

Foster understanding and preference for sustainable forests

1THE QUESTION

Wood: a renewable resource prized by many sectors

Sustainable management key to ensuring forests’ long-term viability

PEFC, France’s leading forest certification program, seeks to raise consumer and economic stakeholder awareness in an effort to change behavior.

  • Wood
  • Sustainable management
  • Behavior
2THE STAKES

— Showcase the constant progress of PEFC France, an entity gathering foresters, lumber manufacturers and users.
— Explain the PEFC brand:

  • Solid guarantees
  • Signal for responsible consumers
3OUR APPROACH:
THE MEDIA SYSTEM
  • Reference content created to explain forest certification
  • Conferences and meetings set up to share knowledge
  • Twitter site to update news when it happens and energize the community of interested followers
  • Forward features, in addition to news alerts, used to help convince the French of
    the importance of wood in their daily lives
  • Press trips into forests to discover sustainable management in practice and
    meet the professionals that work to ensure that forests thrive
4THE RESULTS
  • PEFC is now equipped with tools of reference that help consumers understand complex information about forest certification issues
  • A regular link with the media and clearly identified PEFC speakers
  • A growing Twitter community
  • Increasing coverage in a wide range of media… as diversified as the topic itself!

« Valuable visibility contributing to changes in consumer behavior and better understanding of the forest in all its complexity »

— Stéphane Marchesi, Secretary General, PEFC France

Program carried out in partnership with La Fabrique du Design

 

Create a culture of crisis prevention and management to support business development

1THE QUESTION
  • How best to prepare an international, fast-developing company for risk anticipation and crisis management?
2THE STAKES
  • Move from a culture of direct spoken communication to written procedures, methods and best practices…
    without losing what makes the strength of Royal Canin, a company of the
    Mars Group
  • Train, professionalize and empower a global community of Corporate Affairs correspondents
3OUR APPROACH

Pragmatic program, focused on heightening awareness and training subsidiary representatives:

  • Shared diagnostic tool: internal audit in the field
  • Shared training program: simple, self-learning guide; training to equip local contacts with practical tools
  • Unifying launch: initial seminar with Corporate Correspondents; stakeholder identification tool
4THE RESULTS
  • Drove cultural change with training tailored to various internal targets (importers, customer service teams, distribution centers, etc.)
  • A community united around skills and shared best practices

« Thanks to a highly pragmatic approach we have reinforced our ability to anticipate risks. Country entities are at the ready and requesting more in-depth training »

— Christophe Carlier, Public Affairs

 

Strengthen communication team’s culture of innovation

1THE QUESTION

As one of France’s leading telecoms operators, SFR competes in a highly competitive, constantly changing sector. Innovation is, unsurprisingly, at the heart of its efforts to differentiate.

Naturally, SFR’s communication team constantly asks itself: are we at the cutting-edge of communication?

2THE STAKES

Energize the team through open and collaborative communication

3OUR APPROACH

Sharing a creative process designed with Opinion Valley’s Lab

  • Setting up and moderating collective thinking on key issues and themes
  • Identifying new talents
  • Provoking the emergence of new ideas and activities
4THE RESULTS

Connections created between partners, places, events and themes.
Supporting the SFR team’s trans-media program.

  • SFR Player Magazine
  • Themed conferences
  • SFR Player Event

« We work very closely with the OV team. They provide advice and open us up to what’s happening in the world, while staying firmly at our side to handle the issues before us »

— Julien Villeret, Director of Communication

 

Reveal the value of communication in managing major projects

1THE QUESTION

VINCI Concessions develops public infrastructure projects that require continuous dialogue
between a large number of stakeholders.
How can we spread an effective culture of communication internally to serve the company’s performance goals?

2THE STAKES

Help managers to integrate a sound approach to communication at every phase of a project:
development, conception, construction, operations

3OUR APPROACH

— Advice on positioning, messages and methods, with our expert partners
— Support for managers in France and internationally

  • Training module on communication management
  • Individual message training sessions
  • Moderation of internal seminars

4THE RESULTS
  • Awareness of the role of communication in running projects and in developing the company
  • Orientation and messages shared by managers

« In-depth work on our positioning coupled with management training contributed to the recognition of communication as a driver of success and progress within the Group »

— Thomas Barbelet, Director of Communication