Description

AGENCY: IDN France

CLIENT NAME: CHRISTOFLE

BRIEF

Create and launch a new product/service for the silver brand Christofle. The benefit of the product is to stop the silver tarnish on Christofle products. The launching was international (40 countries).
The agency was in charge of the naming of the product, the logo and the product territory to define and built but also to create all the communication tools

STRATEGY

Create a name directly inspire by the DNA of Christofle, and understandable all over the world = SilverEver
Create a base line and a dedicated positioning to express the benefit of the product : “Share life’s precious moments”
Et Vous has buid and implement a total global international campaign for the launching of SilverEver
1/ The agency has developed dedicated tools for all the sales force to explain to them the benefit and the opportunity of SilverEver.
2/ We decided to reach as our first target all the Christofle customer registred in their on and off line date base to present Silver Ever and its benefit (on-line newsletter, personalized e-mailing, direct mail to invite the best customer to discover SilverEver.
3/ We also decided to reach the online customer of the brand through the creation of a Silverever dedicated website and mobile site (explain the product, find the product, find the POS) www.silverever.com
4/ And because this product is a real revolution in the silver market we developed a dedicated PR campaign
5/ To be closer to our customer in the POS we have developed specific POS tools such as an interactive tools with the film that we realised for Christofle

RESULTS

More than 500 press articles in all over the world
35% market share for SilverEver vs 15% in Christofle objectives
Awareness of Silver Ever after 3 month in Christofle customer mind = 55% vs 35% in Christofle objectives

NOTE FOR THE JURY!!!
The video is too big to add to the Pandora website, but you can download the video for this case here:
http://www.interdirectnetwork.com/pandora/documents/10-Habillage%20DEF%20V0.mp4

CAMPAIGN ELEMENTS

– Dedicated web site and mobile site (multi-lingual)
– 1 minute film (multi-lingual)
– Press presentation (multi-lingual) classical and interactive presentation
– Press adverstising
– POS material
– Brochure
– E-newsletter
– Direct mail
– E-mailing

RESOURCES

silver_ever.zip