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Orange : ZAP ZONE, the community of Orange youth subscribers (www.zapzone.fr) |
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The objectives
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Better understand the youth subscribers. |
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Build a durable relationship with them. |
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Propose a universe and services adapted to the specificities of the demographic (expectations, needs, rhythm and constraints legal, budget, deontological). |
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Accompanying the young audience in their discovery and usage of new technologies and mobile multimedia services. |
The Avedya solution
- Conception & deployment of a multi-access portal (accessible via the Wap, the Web, SMS and MMS) proposing teen-friendly contents & services (blogs, chat, instant messaging, contests, personalization, breaking music/cinema/stars news) all in a dedicated, moderated and secure environment)
- Zap zone membership is free and strictly reserved for subscribers under the age of eighteen.
- A dual-edged animation program (online & real-world associated)
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"The Zap Wednesdays" : New contests and giveaways each Wednesday with exclusive prizes and opportunities. |
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"Les Bons Plans" : As a member of the club i regularly benefit from special promotions, incentives and discounts on products/brands and in my favorite stores. |
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Regular VIP Chats with artists and professionals of the music, movies, cosmetics or humanitarian and political industries. |
- Zap zone's safety and protection policies and mechanisms are both ambitious and effective: Zap zone's safety and protection policies and mechanisms are both ambitious and effective:
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Proscription of services and content ill-adapted to the target. |
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Automatic and human moderation of all public content. |
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Informative material for teenagers and their parents on the risks inherent to virtual communities. |
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Alert mechanisms permitting rapid isolation and treatment of member feedback and complaints related to inappropriate content . |
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A set of tools for members to filter out other members and notify moderators of suspect behaviour. |
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Zap zone's policies are in strict adherence to recommendations made by regulatory organizations such as CNIL regarding both the solicitation and treatment of data from minors and the level and methodology of commercial solicitation. |
Results
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Zap zone community is a direct response to the fundamental needs of the youth demographic: a need for communication, the search for identity with the means to express it and the need for entertainment and security. |
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In less than four weeks of existence, the Zap zone Club has already attracted tens of thousands of members. |
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The Zap zone deployment, totally innovative in the mobile operator landscape, is the materialisation of Avedya's unique vision. Unlike other existing on-line community services (chat, blogs, instant messaging) Zap zone is a next generation community portal. With an integrated approach to proven multi-access services, it offers members a coherent universe: single-sign-on for access to a wide range of services, functional bridges and the sharing of preferences and profile information across services, transversal components shared across all services (buddy lists, profile interests, black lists etc.) . |
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AOL : Conception & deployment of a multi-access dating service (web/mobile) (AOL Chat) |
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The objectives
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Reinforce the portal's community service offer. |
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Open up the mobile service to AOL subscribers and diversify the monetization possibilities of the client base. |
The Avedya solution
| Conception & deployment of the AOL Chat service, accessible on AOL Web portal, Vodafone Live, Bouygues i-mode and Orange Gallery portals. |
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SFR : A set of SMS services for teens to develop data traffic of the operator |
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The objectives
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Develop data traffic on the 15/25 target group |
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Rely on Avedya's expertise to propose a set of services which answers their needs |
The Avedya solution
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A bundle of fun SMS applications reachable via a single SMS shortcode (name compatibility, matchmaker...) . The Avedya technology offers numerous possibilities of push/pull mechanisms |
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A color downloading wapsite (logos, ringtones...) with exclusive content launched under the StarClub brand and accessible via the Vodafone Live portal |
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Orange
: the first mobile blog on the French market, and a strong boost for MMS and Wap traffic
(www.orangeblog.fr) |
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The
objectives
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Develop mobile
multimedia usage within the Orange subscriber
base |
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Improve customer loyalty,
especially young customers |
The Avedya
Solution
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Propose a fully
featured multi-access blogging service (web,
wap, SMS, Smartphone) |
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Use it as a viral marketing
tool and an animation platform (star blogs,
contests etc...) |
Results
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The Orange
Blog service already generates severa million
wap pages
everymonth after only 3 months |
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NRJ : NRJ Blog (www.nrjblog.fr) |
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The objectives
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Strengthen and enliven the link between the radio presenters and their audience thanks to greater interactivity. |
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Federate a vast community around leading programmes and major events such as "NRJ Music Awards" ; "NRJ Cinema Awards" and "NRJ Music Tour". |
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Improve knowledge of listeners through date-mining tools. |
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Encourage the listener/blogger to become a prescriber through the community dimension of the service. |
The Avedya solution
| Conception & deployment of the NRJ Blog service, accessible on both the Radio's portal (www.nrj.fr) and directly on www.nrjblogs.fr |
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European Union : An innovative multi-channel non smoking campaign for the youth |
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The objectives
The Avedya solution
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Do an on-line opinion poll on smoking on Nioki.com |
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Build a complete multi-channel 'Feel free to say No' communication Campaign (Press + web + mobile push) |
Results
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150 000 unique visitors / month on the web site (www.feelfree.nioki.com) |
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Salut
: Capitalize on the audience of the magazine to build new mobile revenue sources |
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The objectives
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Diversify the
revenue sources |
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Build positioning on new
communication channels |
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Propose interactive services
to the Salut customer base and build datamining |
The Avedya solution
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Avedya build
a complete mobile services offer under the Salut
brand (voice, SMS, Wap, i-mode) |
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Promotion of those services
in the Salut magazine |
Results
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120000
SMS per month |
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20000 downloads
after 4 months |
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Edi-Presse : The creation of a leading teenage multi-access community to facilitate innovative and effective multi-support campaigns and operations to the advertisers and clients of the leading teen magazine publisher in France.
(www.nioki.com) |
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The objectives
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To position on new channels of communication used so extensively by youth today.. |
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To capitalize on the strengths of the group (1. The legitimacy and notoriety of the brands Salut, Star Club and Miss. 2. A proven strength and expertise in communicating to the youth demographic) in order to supplement and diversify the existing relationship with readers and in order to better respond to their evolving needs and interests. |
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To diversify revenue sources and to propose a truly multi-media strategy to Edi Presse clients and advertisers. |
The Avedya solution
The creation of Nioki, a multi-access teenage-focused community (Web, WAP, SMS, I-Mode, Voice) for the readers of Salut, Star Club and Miss.
To provide a concrete value proposition for the young readers of Edi Presse’s magazines :
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A complete portfolio of services that correspond to their fundamental needs: communication (chat, forum, IM, …), Personalization (Logos/Ring-Tones, …), Entertainment (Useful information, contests, Tests, Games, …). |
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To be part of a community of several hundred thousand users, accessible anywhere, anytime via the internet (www.nioki.fr) and via the portals of mobile operators. |
To provide added value for the advertisers of Edi-Presse :
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To better serve their recruitment objectives – Notoriety, Generation of POS traffic, Loyalty building – via print-web-mobile synergies. Nioki servers as a highly effective channel for efficiently reaching teenagers and that complements perfectly traditional marketing and interactive marketing. |
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To offer a teen observatory, fully equipped with all the tools to rapidly solicit and analyze feedback from teenagers on a daily basis and that permits brands to rapidly evaluate their notoriety or a communication strategy via numerous analysis mechanisms and tools. |
Results
Nioki has rapidly become one of the most effective multimedia marketing channels for teens in France
Nioki in figures :
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More than 1.5 million active members |
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Up to 80 data points on each member |
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More than 600 000 opt-in mobile numbers and email addresses |
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Nioki touches over 25% of 12-16 year olds and more than 17% of 11-19 year olds who use the internet. |
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180 000 unique visitors per month |
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17 million web and 19 million WAP pageviews per month |
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Adidas
: Avedya found
a smart way to boost POS traffic |
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The objectives
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Animate the
POS of the retailer (Decathlon) |
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Build a database of contacts
for future operations |
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Increase brand visibility |
The Avedya solution
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Propose an
SMS quizz to win VIP seats in Roland Garros
(SMS+) |
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Distribute 6 million leaflets
presenting the operation in the POS |
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Offer a free adidas logo
to download on their mobile to all the |
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NRJ / Skyrock / Fun Radio / Europe 2 / AB Group : A mutualized chat to develop revenues via mobile channels |
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The objectives
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Diversify revenue sources |
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Enlarge the range of services offered |
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Re-inforce the client relationship via other media |
The Avedya Solution
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A shared base of chatters to provide critical mass quickly and ensure a robust and active community |
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Deployment of a multi-channel advertising /marketing campaign across all media (print, internet, radio, TV,..) |
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The use of a single, shared SMS+ short code to facilitate viral marketing amongst the users |
Results
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200,000 SMS sent per month at 0.5€ per SMS |
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A database of more than 50000 users after 6 months |
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Orange Zap zone
AOL Chat
SFR
Orange Blog
NRJ Blog
European Union
Salut
Nioki
Adidas
NRJ/Skyrock/Fun Radio
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