Rendez-Vous.be integrated campaign

Brice Le Blévennec President Emakina Group

About Rendez-Vous.be

• Pioneer of Internet dating in Belgium (founded in 1997)

• Part of Net Events Media, subsidiary of Groupe Rossel

• 100.000 active profiles

• 40.000 unique visitors/day

Campaign Briefing

• Integrated campaign combining above-the-line (cinema spot, radio commercial, print, bannering) with PR/viral tactic

• Reflecting the brand values and identity: lively, user-friendly, warm-hearted, Belgian-rooted and… efficient (Rendez-Vous.be makes you successful when you’re looking for a new relationship)

• Capitalizing on Rendez-Vous.be history (celebrated its 10th birthday in 2007)

• End goals: generating brand-awareness and new registrations

• Time period: 5th May – 16th June

Creative Concept

• The most beautiful love stories aways start on Rendez-Vous.be... and it even works with political leaders who just hate each other.

• Proof of concept with Yves’ke and Joëlle...

ATL material

• Bannering (AuFeminin.be, VictoireMag.be, Immoweb.be, Autogids.be, LeSoir.be, Libelle.be, Fitfixers.be, Humo.be, Milozine.be)

• Print advertising (Le Soir, Guido, White Night)

• Radio commercial (Radio Contact)

• Cinema spot (Kinepolis, UGC)

Bannering

Print Advertising

Cinema Spot

PR 2.0 Strategy

•  In addition to the ATL campaign, the cinema spot also served as vehicle of a buzz marketing campaign using 2 channels:

• Traditional PR based on a real-fake press release (« Scoop: Yves L. and Joëlle M. go on vacation together »)

• Buzz in social media through seeding in social harvesters (blogs, forums, news aggregators…)

Results

Free registrations

- Week 19 (start): 2.150 new registrations / week - Week 24 (end): 3.550 new registrations / week

= +65% in free registrations

Paid registrations

- Week 19: 1.120 new paid registrations / week - Week 24: 1.610 new paid registrations / week

= 1.250 new paid accounts = + 43% in paid registrations

PR results

- 10.000 views on YouTube in 2 weeks - Significant media coverage - …and an obvious source of inspiration for some colleagues of Yves’ke and Joëlle

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Thank you!

Any question?