Proximity BBDO, Boulogne-Billancourt Cedex

  • 93, rue Nationale Cedex
  • Boulogne-Billancourt Cedex 92513
  • France
  • Phone: 01 41 23 41 23
  • Fax: 01 41 23 43 86
  • Country Phone Code: 33
In partnership with:
VTSCAN

Kraft Foods - “Désir&Moi”

Carte Noire


TitleDésir&Moi
TaglineIGNITING YOUR DEEPEST EMOTIONS
AgencyProximity BBDO
AdvertiserCarte Noire
BrandKraft Foods
Product CategoryCoffee, Tea, Chocolate Drinks, Breakfast Drinks
Campaign NameDésir&Moi
Country of ProductionFrance
Media TypeCase Study

Concept

CHALLENGE
CARTE NOIRE : A qualitative but distant leading brand. 2 steady brand plots since 15 years : Desire & Cinema. How can Relational Marketing soften Carte Noire image to impact on behaviours? How to apply the CRM recipe to the brand without compromising its emotional and thrilling equity?
STRATEGY
. Do not centralise the relation on a « portal » site

. Nurture an intense and short-lived experience

. Shift the relation over to the email channel .

A true “Push CRM“ 

CREATIVES

Each week, a short and precious email creates the meeting point. As long-lasting cinema partner, Carte Noire builds on this rich territory to trigger a widescreen emotion as soon as the email is opened.
Surprising recipes, straight out from Alice’s wonderland, love potions as only seen in Avatar. And each times, prizes and privileges, exclusive discounts, and free cinema tickets. The programme’s signature : Désir&Moi, igniting your deepest emotions.