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DIGITAL UNIVERSITY

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Industry Advertising agencies, Business equipment & services
Media Print, Magazine & Newspaper
Market France
Agency DDB Paris
Released November 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: DDB PARIS
Product/Service: DDB DIGITAL UNIVERSITY
Agency: 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 objective of the promotion.
Digital is now fully part of people’s life. As such, it has become a no-brainer solution for brands which want to engage consumers on their own terms. Still, most companies have difficulties to understand what it means and how to leverage it in their business, marketing or communication mix.
Because it’s complex: Paid/ Owned/ Earned media, mobile apps, Edgerank...
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 created the DDB Digital University that would get clients out of the classroom and help them crack the code of digital.

Describe how the promotion developed from concept to implementation.
We structured our content around 5 modules:

-Digital Discovery: bringing everyone 
to the same level on the basics
-Digital Target: be updated with the latest innovations and best practices from various industries
-Digital Updates: explore a given theme 
and be updated with best practices and innovations
-Bigger Playground: make people work together cross-functionally and create ambassadors, speak the same language and agree on key issues, generate ideas
-Digital Safari: 4 days of inspiration, based on speeches from the Digital University speakers, keynotes from digital leaders and start-ups as well as live tours and hands-on challenges.

Explain why the method of promotion was most relevant to the product or service.
By combining speeches, deep dive sessions, hands-on workshops, brainstorming sessions, 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 helps companies develop, structure and share the digital culture within their own organisation, from Top Executives to Managers.

At the end, it’s a University with no classroom and no teacher. Just senior experts able to tackle complex matters in real English. Whenever you want. For the time you need them. 100% on-demand.

Describe the success of the promotion with both client and consumer including some quantifiable results.

In one year, its dedicated team of 3 delivered a total of 300 hours of tailored programs 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 DDB clients’ digital culture a boost was pivotal to helping them build their strategies and inform their decisions. This led to better briefs and higher expectations. Which led to better and stronger ideas and faster decision-making processes.

At the end, it was like Digital… on steroids. It was purely, simply, solely actionable knowledge for the digital age.