The customer brief – Customer needs & objectives :
As part of an internal reorganization, Montpellier Méditerranée airport would like to obtain quantitative and qualitative data on its existing Social Media communications. Based on N-1 performance and a comparison with a selection of competitors chosen according to various criteria, recommendations are expected so that the airport can position itself as a benchmark player in the south of France for the two pillars of incoming and outgoing traffic. The stakes are therefore very different, yet O how complementary. Based on performance observation, we expect to be able to analyze the characteristics of the airport’s clientele, whether regional, national or international, and to come up with suggestions for red-line campaigns that can be easily adapted to both physical and digital media.
The answer we came up with & Actions taken :
Implementing a Social Media strategy requires the involvement of a number of people, to create emulation and generate new ideas, so that everyone can give their opinion and personal projection. What does an airport mean to each individual? Is it simply a place of transit, or is it already part of the travel loop? With the multitude of individuals it hosts on a daily basis, does this multicultural space not represent the new Tower of Babel? It’s these primary questions, addressed in brainstorming sessions, that provide a solid foundation for the future strategy.
To be grounded in reality, the Social Media strategy also needs to be confronted with what is currently being done on the airport market. Do the other players already have a well-established approach, or are there niches in which to position yourself in order to make a difference and capture the attention of the audience defined in relation to the Montpellier Méditerranée airport catchment area, or even beyond? How often does the competition communicate? What visual experience do they offer users?
It’s during these reflections that the horizon of the future red thread takes shape. A red thread that will ultimately focus on 2 very distinct ideas, so that the customer can benefit from several avenues to capture his attention, his affinities and possibly create complementarity between the proposed media.
In addition to the creative leads delivered to the customer, SMO budget recommendations and simulations enable him to better envisage the breakdown of his expenditure according to the opportunities offered by each network and the associated bidding systems.
Qualitative results / Products
The two red thread ideas enabled us to come up with concepts that could speak to a common language based on colors, which are predominant in the memories and sensations of a trip, as well as on humor and downplayed representations of what people commonly think of as a destination. This play on colors and illustrated “clichés” breathes new life into the project, placing a strong yet simple graphic universe at the heart of the approach. Whether inbound or outbound, the principle behind the 2 campaigns is that they can be applied both abroad and locally, around the Place de la Comédie in Montpellier for example.
Also, the suggestions communicated to the customer enable him to project himself into a content creation process by proposing alternative but complementary concepts for use within the airport. This use to create intra-identity UGC gives continuity to the red thread principle, while promising easy implementation, with the pedagogy directly informed on the medium. These complementary identities bring even more life to the concept.
The Social Media strategy is based on the complete provision of elements that can be delivered almost immediately. A number of additional actions, which can be deployed over the short, medium and long term, also enable the customer to envisage the support we could provide to amplify coverage and engagement on all the networks studied.
