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Case Study

Vacation rental marketplace HomeAway increased brand consideration in France, the UK and Germany by creating and listing on its website an apartment inside the Tour Eiffel.

News

PARIS: Voice assistants are set to become a dominant mode of consumer interaction in the next three years, according to new research which also indicates spending by existing users via voice will grow as much as sixfold in the next three years.

Article

Sports sponsorship activations are commonly focused on the stars, but mobile operator Orange chose to make the fans the heroes of its sponsorship of the 2016 UEFA European Championship.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Case Study

Promoting its return to endurance racing, automobile company Ford reinforced its brand opinion in Europe focusing on the 24 Hours of Le Mans.

Case Study

French TV channel CANAL+ promoted the new TV series The Young Pope using artificial intelligence to bring Pope Pius XIII to life on social media.

Case Study

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

VisitBrussels, the tourism office of Brussels, transformed the perception of Brussels across Europe by launching a campaign that connected Brussels locals with the rest of Europe to give them an accurate picture of the country.

Case Study

Bose, an audio equipment brand, launched its new noise-cancelling headphones in the UK by creating a film which showed the benefits of being able to focus purely on the music.

Case Study

This case study looks at how Knorr, a food brand, remade an old brand for a new generation in France and the UK by combining flavor preferences with dating.

Case Study

Booking.com, an online travel agency, launched a digital campaign, ‘Booking Loves’, in France, Germany and the UK to generate site traffic by creating targeted video content.

Case Study

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

News

LONDON/PARIS: As France imposes a requirement on advertisers to flag up retouched photographs of fashion models, an agency figure has highlighted the wider trend towards ‘authenticity’ as a factor in changing attitudes.

Research Paper

This paper discusses challenges facing political opinion polls with a particular focus on the 2017 French presidential election, drawing on various sources of voter data from that election as well as research into the influence of social bubbles and fake news on public opinion.

Research Paper

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.

Research Paper

This paper explains how the Internet of Things could have a positive environmental impact by using real-time displays of connected devices' power usage to help reduce electricity consumption.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

News

CANNES: Brands and agencies have become over-excited at the idea of brand purpose as a way to differentiate, several leading industry figures have argued.

Case Study

This case study explains how PRODISS, a French union for people working in entertainment industries, used an event and social media campaign that built solidarity to encourage people to return to concerts after a terrorist attack in Paris.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

Case Study

This case study describes how Nestlé used internet personalities in a multi-platform campaign to launch its Lion Wild cereal to teens and young adults in France.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.