Kraft Foods - “Désir&Moi”
|Tagline||IGNITING YOUR DEEPEST EMOTIONS|
|Product Category||Coffee, Tea, Chocolate Drinks, Breakfast Drinks|
|Country of Production||France|
|Media Type||Case Study|
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?
. 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“
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.