The beginning of the year was marked by the launch of several corporate campaigns, some with high visibility. From new taglines to web spots, here's a look back at three institutional communication campaigns from 2016.
3. DECATHLON
In 2016, Decathlon celebrated its 40th anniversary. On this occasion, the famous brand highlighted four decades of innovation in service of sports enthusiasts.
In a corporate video, released online and signed by BETC Shopper They are celebrating forty years of innovation serving athletes. A journey back in time supported by a large-scale digital campaign: teaser promotion followed by the full film and social media activation. Fans of the brand are invited to share their best sporting memories with the community on the website. http://history.decathlon.com and to share them on social media.
2. ALSTOM
At the beginning of the year, Alstom unveiled a corporate campaign and a new tagline: "We Are Alstom".
Focused on transportation, the campaign was conceived and deployed by TBWA \ Corporateshowcases the group's strengths, its international reach and its leading position in the railway industry.
In the end, 15 different visuals outlining universally known monuments, emblems of the countries where Alstom operates, have been broadcast in 20 different countries since the beginning of the year.
In France, the campaign was supported by a communication strategy in national and specialized press (print/web). Social media was also prominently featured through the promotion of a photo contest on Facebook and Twitter and the use of a dedicated hashtag #AlstomIs.
Alstom's first campaign in over 10 years, "We Are Alstom," is more than just a visual statement. It also includes a manifesto, shared by the brand. on its institutional websiteThe Group's stated objective: "to become the preferred partner for transport solutions."
1. CARREFOUR
Impossible to miss. In 2016, Carrefour is "optimistic" and making sure everyone knows it. With a one-minute "manifesto"-style ad, widely broadcast on TV, the web and in cinemas, the retail chain aims to help its customers "optimize" their everyday lives.
https://www.youtube.com/watch?v=MNiLwMIn4RI&ab_channel=CarrefourFrance
Signed by the agency Publicis K4This film, with its dialogue spoken by a child, hits the mark, despite its relatively long format (1 minute) by current standards. Composed of scenes from everyday life (only one of which features the brand's logo!), the spot is the first video in a series that will offer consumer tips. It's a way to bridge the gap between the brand's corporate and commercial campaigns while continuing to cultivate its brand identity.
The new "I'm optimistic" tagline was unveiled in early 2015. Following the expectations of Charlie Hebdo, Carrefour, like many brands, kept a low profile in the media for part of the year.
