La Poste Promo, Case study WE ARE ALL REFEREES by Posterscope

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Industry Postal, Courier, Shipping & Freight services
Media Promo & PR, Case study
Market France
Agency Posterscope
Released October 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: GROUP LA POSTE
Account Superviser: Julien Guagliardo (Posterscope Agency)
Account Manager: Audrey Perrin (Posterscope Agency)
Carat Sport General Manager: Olivier Bischoff (Posterscope Agency)
Media placement: Event - PR Launch At Le Doyen Restaurant, Champs Elysées - Le Doyen Restaurant - October 2011
Media placement: Corporate Communication - TV - Canal + - 13, 15, 16 Oct.2011
Media placement: Corporate Communication - Eurosport - 16 Oct 2011
Media placement: Corporate Communication - Rugby + - 14,15,16 Oct 2011
Media placement: Corporate Communication - Foot + - 15,16 Oct 2011
Media placement: PR - Many Articles In French Press - October 2011

Summary of the Campaign
The Issue
La Poste is the #1 European postal Operator. But, since 1999 the Postal Market has progressively been opened up to competition.

The Challenge
To express its difference, La Poste has chosen to emphasise the idea of trust and its ability to create social ties. The goal was to underline the company’s responsibility and commitment to society.

Our Answer
An innovative PR strategy meant to change the way the French look at refereeing: the association with the referee, an unexpected partner who embodies the values of La Poste.
The strategy was to set up a programme called 'we are all referees', that would combine the right mix of national coverage and proximity to reach as many people as possible, public opinion and institutions.

The Results
- More than 2,500 local events, 100,000 young people taking part
- 5000 referees recruited in 2011
- 9 hours 56 minutes of TV exposure; 92.4 % of the population reached 1,746 GRP
- An operation which reached 16m French people (Source: Kantar Sport)
- 81% of French people say they have a positive image of refereeing
- La Poste is now the favourite public company in terms of trust (75%), proximity (63%) and attachment (60%) (source: Ipsos/Posternak).

The Situation
La Poste deals with mail and parcel delivery everyday. It is the main brand of a multi-activity group, which comprises 270,000 employees and has 17.000 agencies all over France. Trust is at the heart of La Poste’s activity which creates social bonding every day in France between 60 million people. Beyond trust, La Poste is also very attached to commitment, innovation and performance in order to best serve the public. However from 1999 to 2011, the postal market has progressively opened up to competition. To face this challenge, La Poste needed to reassert its unique qualities and values.

The Goal
La Poste wanted to create a powerful communication action plan to create visibility and strengthen its image:
- Underline the company’s responsibility and commitment to society and demonstrate La Poste’s values (trust, respect, proximity, performance)

Target: public opinion and institutions:
- Bring together La Poste employees and activate its network of agencies.

Target: the 270,000 employees of La Poste
To achieve these goals, La Poste looked for an original communication domain which would match its values.

The Strategy
La Poste chose to initiate a significant partnership with the referees, including both amateurs and professionals in 4 major sports (football, rugby, handball, and basketball). Although being often criticised as anti-heroes, referees play an essential role. While their value is never highlighted, they are the only omnipresent performer in sport. Just like employees of La Poste, they are trustworthy men and women who are employed to serve everyone, everywhere, on every field of play. Their values perfectly match those of La Poste.

La Poste made this audacious decision to illustrate its innovative spirit. The partnership also allows it to combine the right mix of national coverage and proximity to reach as many people as possible.
This operation is intentionally positioned between sponsoring and corporate social responsibility and adopted a win-win strategy:
- To improve referees’ image by making people interested in refereeing and encouraging recruitment
- To improve la Poste’s image by highlighting real proof of its commitment.

La Poste has been supporting referees in order to make the French public change their view on the subject. The partnership was activated by a 360° year long operation program called 'we are all referee', marked by a national week dedicated to referees at the end of October.

1. Discover refereeing
- More than 2.500 local events
- 100.000 participating youths during a refereeing training week in October
2. Innovate
- A free mobile application for iPhone, Android, tablet and Facebook (25.000 downloads)
- A book about refereeing (15.000 copies)
3. Think
- B to B events
- Professional meetings
- University training course
4. Promote the operation
- Media partnerships
- 4 media ambassadors, all former international sportsmen and woman
- TV screening of referee’ statistics during broadcast football matches
5. mobilise the intern:
- A child mascots programme at 80 professional matches: Professional players were accompanied by postal worker’s children when they come onto the field

Documented Results

La Poste succeeded in creating an original operation, which was consensual, provided strong media impact and enabled it to address the brand objectives, as the results below show:

Media exposure and impact on public opinion:
- 9hours 56minues of TV exposure; 92.4 % of the population reached 1,746 GRP
- An operation which reached:
- 16m French people (source: Kantar Sport)
- 50% of people interested in football

Improvement of La Poste’s image:
- La Poste cited by French individuals as the first public service corporation in terms of trust (75%), proximity (63) and attachment (60%) (source: Ipsos/Posternak).
- 6,000 involved employees
Benefits for Referees:
- 5,000 referees recruited in 2011
- 81% of French people say they have a positive image of refereeing (source Kantar Sport)
- 96 % of French people think that the referee inspires respect (source: Kantar Sport)