NIVEA MEN, Grand Prix Stratégies du Sport 2014

Le magazine Stratégies, spécialisé dans l’actualité du marketing, des médias, des marques et de la communication, vient de dévoiler le palmarès de son annuel Grand Prix Stratégies du Sport. « Cet événement a pour objectif de valoriser le meilleur de la communication menée par les marques utilisant le sport ou les sportifs au travers de campagnes de publicité, d’opérations événementielles, de communication interne, de relations presse / publiques, de marketing digital et de campagnes de communication globale. » explique le magazine Strategies sur son site internet.

Et le grand vainqueur de cette édition 2014 est…. NIVEA MEN pour sa campagne de communication globale « Nivea Men – Paris Saint-Germain » orchestrée par les agences FCB Paris, Rapp France et Vermer.

En douze mois, la marque a déployé une stratégie très large : communication dans la presse, à la télévision avec deux films, promotion dans les points de vente, échantillonnage au Parc des princes, animation et jeux sur Internet… Le spot télévisé, tourné avec le footballeur Zlatan Ibrahimovic, fait tout de suite effet : selon une étude Millward Brown, déjà 42 % des hommes âgés de 16 à 65 ans associent Nivea Men avec le PSG et les trois quarts des réponses sont motivées par le film TV.

Derrière ce Grand Prix, 10 prix et 8 mentions ont été décernés. Voici le palmarès :

1/ Marketing Digital

 1/a Opérations sur les réseaux sociaux

Mention : Adidas – Boost Battle Run – Ubi Bene et Isobar 

1/b Applications sur mobile & tablette

Prix : Babolat – Babolat Play – Ogilvy One

1/c Dispositifs digitaux

Mention : Orange – Derrière les Bleus – Havas Sports & Entertainment

2/ Opérations événementielles

Prix : Skoda – Skoda Fan Tour – Shiva Communication

3/ Opérations de communication interne

Prix : Société Générale – Citizen Commitment Games – Havas Sports & Entertainment

Mention : Areva – Run Your Life – Sportfive

4/ Opérations de relations presse, relations publics

Prix : Orangina Schweppes France – Canette anti-foot Miss O – Fred & Farid Paris

5/ Campagnes de publicité

5/a Print

Prix : L’Equipe – Hors normes – DDB Paris

5/b Audiovisuel

Prix : FDJ – Parions Sport – Young & Rubicam Paris

Mention : L’Equipe – Hors normes – DDB Paris

6/ Brand content

Prix : L’Equipe – L’Equipe de rêve – DDB Paris

Mention : Total – The Pretender, chroniques d’une saison avec Romain – Creative Content, Vizeum, Amaury Médias et Groupe L’Equipe

7/ Design

Prix : Automobile Club de l’Ouest – Identité visuelle des 24 heures du Mans – Leroy Tremblot

8/ Opérations spéciales

8/a Associations de marques

Prix : Nivea Men – Partenariat Nivea Men / Paris Saint-Germain – FCB Paris

8/b Autres opérations

Mention : Amaury Médias – Football et publicité sur le terrain de la créativité – Réalisation interne Amaury Médias

9/ Opérations de communication globale

Prix et Grand Prix : Nivea Men – Plan de communication globale Nivea Men / Paris Saint-Germain – FCB Paris, Rapp France et Vermer

Mention ex-aequo : Joker – activation 360° entre Joker et la Fédération française de basket-ball – Sportfive

Mention ex-aequo : Fédération Française de Football – Stratégie équipe de France de football 2014 – Megalo & company, Nomad, Netco Sports et IOX


Félicitations donc aux lauréats et à leurs agences pour leur travail réalisé tout au long de l’année.

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