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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market France
Agency DDB Paris
Released December 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: DDB PARIS
President: Matthieu de Lesseux (DDB Paris)
Director Digital University: Guillaume Cabrere (DDB Paris)
Media placement: Presentation - McDonalds France - 20/03/2011

Describe the brief/objective of the direct campaign.
Digital is now fully part of people’s life but companies still have difficulties understanding what it means and how to leverage it to better engage consumers.

1)Because it’s complex: Paid/Owned/Earned media, mobile apps, Edgerank... The digital ecosystem and its mechanisms are not always easy to get when you’re a digital emigrant.

2)Because it’s always changing: new platforms and new usages emerge almost every month. It means new opportunities, new competitors, new threats one needs to understand to act accordingly.

We soon realised that bringing knowledge was probably the best way to help our clients move forward.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a University that gets clients out of the classroom and helps them crack the code of digital and move forward in the definition and execution of their digital strategies: the DDB Digital University.

Training programmes are tailored to the company's challenges and adapted to all roles, from top executives to managers. Courses are built around the following themes: Online advertising, Social media, Mobile integration, Media usage and consumption, E-commerce, Tracking and performance, Tech innovation.

The DDB Digital University is a thought leadership programme that helps DDB clients integrate digital into their culture and their strategy, at all levels.

Explain why the creative execution was relevant to the product or service.
By combining speeches, deep dive sessions, hands-on workshops, brainstorming sessions and learning expeditions to places like New York and San Francisco, the Digital University creates the perfect conditions for knowledge appropriation. This variety of formats, places and speakers (not to mention the quality of content!) helps companies develop, structure and share the digital culture within their own organisation.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The DDB Digital University was created in December 2010. In one year, its dedicated team of 3 delivered a total of 300 hours of tailored programmes to more than 700 people in 8 countries. Today, companies like McDonald’s (in 7 markets), Manpower, Bouygues Telecom and Chanel are clients of the DDB Digital University.

Giving their digital culture a boost led to informed strategies and decisions. Which led to better briefs. Which led to better and stronger ideas and faster decision-making process. In the end, it was like Digital… on steroids.