Crédit Agricole met les supporters au cœur de son dispositif pour l’Euro 2016

Crédit Agricole est l’une des seules marques à être à la fois partenaire de l’UEFA Euro 2016 et de l’équipe de France, une chance qui lui permet de largement communiquer à l’approche de la compétition.

La stratégie d’activation de ces partenariats est de mettre les supporters au cœur des animations, que ce soit dans les agences ou sur internet.  « L’EURO 2016 est une formidable occasion de mettre en lumière notre proximité avec les territoires et les Français. En tant que partenaire de cette compétition, nous avons imaginé des dispositifs qui vont permettre au plus grand nombre de prendre part à la fête. » explique Nicole Derrien, Directrice de la Communication Clientèle et Sponsoring du Crédit Agricole. Pour l’occasion, la marque a fait appel à Steven Burke pour créer une identité visuelle dédiée et reprise dans différents supports de communication.

La banque met en place « Le Grand Jeu » qui permettra à de nombreux chanceux de remporter des cadeaux tels que des places pour l’UEFA Euro 2016, des maillots, des ballons, etc. Pour participer, Crédit Agricole donne rendez-vous du 23 mai au 10 juillet dans ses agences partout en France ainsi que sur sa plateforme « On a tous un côté foot ».

Une campagne de 5 films réalisés par Kim Geldenhuys sera diffusée à partir du 22 mai. Ces vidéos retraceront la préparation pour cet Euro 2016 et mettra en lumière toutes les personnes qui y prennent part : joueurs de l’équipe de France, supporters, les Français en général, etc. Le but est de montrer la ferveur qui existe autour de cet événement. Pour compléter cette campagne, Crédit Agricole lance sa web-série avec Maxime Musqua qui lancera des défis aux joueurs de l’équipe de France et inversement. L’humoriste partira également à la rencontre des supporters qui devront tenter de relever ces défis pour remporter des places de match pour l’Euro 2016.

credit-agricole-webserie

Crédit Agricole communiquera largement au travers de sa plateforme « On a tous un côté foot » et sur les réseaux sociaux associés. En plus des contenus partagés dès le mois de mai et tout au long du tournoi, différentes activations digitales seront mises en place. Une application permettra de déterminer la composition idéale des Bleus selon une analyse des discussions sur les réseaux sociaux. Crédit Agricole continuera l’opération #TweetAndGoal, un jeu qui utilise des archives vidéos et engage la communauté.

credit-agricole-cotefoot

Une campagne de communication sera déployée en région avec de l’affichage dont le contenu est adapté à chaque ville. La marque est aussi présente sur le FFF Tour qui parcourt toute la France depuis plusieurs mois et sera active au sein des fan-zones dans les 10 villes hôtes de l’UEFA Euro 2016.

credit-agricole-region

En tant que partenaire solidaire et engagé, Crédit Agricole s’associe au Tournoi Solidaire International Euro 2016 organisé par « Sport dans la Ville » qui réunira plus de 600 enfants en difficulté du monde entier du 1er au 8 juillet à Lyon. Crédit Agricole se proclame « partenaire de tous les footballs », en ce sens, un programme de financement participatif est également mis en place en collaboration avec Fosburit pour soutenir les projets amateurs autour du football.

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