Top corporate campaigns for winter 2016

The start of the year was marked by the launch of several corporate campaigns, some with high visibility. New signature or web spot, return on 3 institutional communication campaigns of 2016.

3. DECATHLON

In 2016, Décathlon celebrates its 40th anniversary. On this occasion, the famous brand is celebrating 4 decades of innovation in the service of athletes.
In a corporate clip, broadcast on the internet and signed by BETC Shopper celebrate forty years of innovation in the service of athletes. A step back in time supported by a large-scale digital device: promotion of teasing then the full film and “social” activation. Fans of the brand are invited to share their best sporting memory with the community on the site. http://history.decathlon.com and relaying them on social media.

2.ALSTOM

At the start of the year, Alstom unveiled a corporate campaign and a new signature: “We Are Alstom”.
Focused on transport, the campaign imagined and deployed by TBWA \ Corporate, showcases the group's strengths, its international influence and its leading position in the rail industry.
In the end, 15 different visuals drawing the outlines of universally known monuments, emblems of the countries where Alstom operates, which have been shown in 20 different countries since the start of the year.
In France, the campaign was carried by a national and specialized press communication system (print / web). Social media are also in the spotlight through the promotion of a photo competition on Facebook and Twitter and the presence of a dedicated #AlstomIs hasthag.
Alstom's first campaign for more than 10 years, “We Are Alstom” does not only play on form. It is also accompanied by a manifesto, shared by the brand on its institutional website. The stated objective of the Group: “to become the preferred partner for transport solutions. »

1. CROSSROADS

Impossible to miss. In 2016, Carrefour “optimism” and makes it known. With a one-minute "manifesto" spot, widely relayed on TV, the web and in cinemas, the distribution brand intends to help its customers "optimize" their daily lives.

https://www.youtube.com/watch?v=MNiLwMIn4RI&ab_channel=CarrefourFrance

Signed by the agency Publicis K4, this film with words declaimed by a child hits the mark, in a format however long (1 minute) by current standards. Made up of scenes from everyday life (only one of which bears the brand's logo!), The spot is the first video in a series that will be made up of consumer tips. A means of making the link between the corporate and commercial campaigns of the brand while continuing to nourish its brand universe.
The new signature “J'optimisme” was unveiled in early 2015. Following Charlie Hebdo's expectations, Carrefour, like many brands, was discreet in the media for part of the year.
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