Transcontinental Media seduced both the Groupe Hexavogue, distributor of the popular brand of French high-end lingerie Simone Pérèle and Média Secours with its turnkey web and magazine ad campaign proposal.

Émilie Filion, account director in the Digital Solutions Group at Transcontinental Media, orchestrated a turnkey campaign comprised of a contest microsite which targeted the province of Quebec, aimed at increasing the notoriety of Simone Pérèle in the province, as well as an image campaign for the rest of Canada.

The entire Simone Pérèle campaign was planned and bought by Isabel Bernier of Média Secours, Specialist in Media Strategies and Placement.  The partnership with Transcontinental Media allowed the French lingerie brand to make itself known to the targeted clientele, to offer a site where the consumer could not only enter the contest, but also find an array of interesting information.  The results of the campaign and the contest were outstanding.

The seduction campaign

The contest asked women to write a heartfelt paragraph about an exceptional woman of their entourage and to submit it on the Ellequebec.com/simone-perele microsite, where they were automatically published.

For eight weeks, three pairs of $250 gift certificates for Simone Pérèle lingerie were given away each week; one to the participant who wrote the best paragraph (quality was essential) and the other to the exceptional woman presented in the paragraph.  In total, there were 50 winners.

At the end of the eight weeks, one big winner was selected among all 2,500 participants.  This woman, as well as the one she presented in her paragraph, each won $1,250 of Simone Pérèle lingerie at the AINSI SOIT-ELLE boutique.

A viral campaign targeting… the Quebec woman!

The big winner was selected based on two criteria: the quality of her paragraph and the amount of invitations sent to her friends. “Therefore the content was generated by the users (UGC). After publishing their paragraph, the participants invited their friends to visit the microsite and have them read their published paragraph or to enter the contest themselves. This generally viral campaign was very successful” explains Ms. Filion.

Contests buttons, big boxes and embedded ads were published on Transcontinental Media’s French websites Ellequebec.com, Coupdepouce.com and Mokasofa.com which redirected to the contest’s microsite at the following URL: http://simone-perele.ellequebec.com.

“This type of campaign fully reaches our objectives at Transcontinental Media.  We have an expertise on women and we strive every day to better serve their interests” adds Ms. Filion.

Exciting results

• - Close to 80,000 page views
• - Close to 30,000 unique visitors
• - Over 2,500 entries in the contest, of which 1,000 agreed to receive information regarding Simone Pérèle products (a database offered to the clients)
• - Over 25,000 clicks ON THE ADS
• - An average click rate of 1.5% on all standard formats (big box, embedded ads, etc.)

Credits

• - Client: Groupe Hexavogue (Michael Battah & Rosa Venditti) and Simone Pérèle, France (Xavier Martin)
• - Agency: Média Secours (Isabel Bernier)
• - Account Director: Émilie Filion, Digital Solutions Group, Transcontinental Media
• - Microsite Design: Simon Guérard-Ali, Art Director et Luis Vega, Webmaster, Digital Solutions Group, Transcontinental Media

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