After an atypical start during the confinement, the media and creative ecosystem that VOO formed last spring is proving to be stronger than ever. By surrounding itself with Semetis for its digital media, Dentsu International for its offline media and by continuing with Happiness on the creative side, VOO has taken the bold step of having 3 agencies work in perfect osmosis, including the 2 media agencies from totally distinct communication groups, among the largest groups in the world (Omnicom Media Group and Dentsu International).
And it's a winning bet!
"Semetis, due to its status of pure player, is used to working hand in hand with multiple actors of the media and creative world. We have therefore worked with our partners to set up an efficient and pragmatic collaboration process. The goal is to allocate the best possible resources to each partner in order to focus on VOO's business objectives, which are common and known to all" explains Doriane Magnus, Managing Director of Semetis.
On a daily basis, this translates into a rationalization of meetings and their follow-up, of briefings but above all into joint proposals, and finally a perfect alignment of media and creative tactics, upstream of the campaigns, thanks among other things to solid retro-planning. While certainly not sweeping away the agility and short term reactivity inherent to the telecom sector.
Moreover, a common work in real time and throughout the campaign is also carried out. This involves shared dashboards but also constant alignment during the course of the campaign on the actions to be taken (adjustment of the budgets invested on each channel thanks to "free" budgets left for this purpose, creation of new visuals during the campaign, potential extension of actions based on the results, etc). Transparency (since the budgets are known by all, the documents are saved on shared folders) but also reactivity are the key words of this ecosystem led by Happiness, which acts as a "time master", but where everyone keeps his own pole of expertise.
As proof, the first exceptional results of the back-to-school campaign! Online traffic has increased by nearly 20% compared to 2019. But above all, the capture of new customers through the digital funnel is also clearly on the rise, with an increase of more than 20% compared to the ambitious target set.
"We can only be delighted with these results, which fully support our choice of a daring ecosystem! Congratulations also to our trio of partners for having efficiently ensured the effective implementation of this fully integrated alliance in the very short term (one big month), moreover in partially confined circumstances”, tell us Jacques Ohn and Pauline Kinet, respectively Head of Media and BrandCom Director at VOO.
Doriane Magnus
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