Coup de gueule du week-end

J'avais envie de partager un peu mon coup de gueule du week-end, plutôt une énorme déception

Stade-FR_TOULOUSE-V2-affihe_gJ'ai eu la chance d'aller voir Stade Français – Stade Toulousain ce week-end au Stade de France. Passons l'aspect sportif et intéressons-nous un peu à la dimension marketing sportif de l'événement.

Non je ne vais pas vous parler de Max Guazzini qui nous a gratifié d'une révélation du ballon quelque peu dénudé et d'un feu d'artifice de toute beauté (si si sans mentir!). Je vais vous parler d'une marque, qui, selon moi, avait tout à gagner de cette rencontre.


Cette marque, c'est Orange… Alors oui je ne devrai pas tailler l'opérateur de télécommunications qui m'a invité à la soirée Orange Reporter le mois dernier, mais là je suis quand même déçu…

Remettons-nous dans le contexte.

Je pars de chez moi et prends le RER B pour le Stade de France, là à la sortie de la station, un énorme bâtiment Orange vous attend sur la droite et là, je me dis "ah je ne savais pas qu'Orange avait un immeuble à la sortie du RER, ce n'est peut-etre pas leur batiment d'ailleurs mais les lettres marquées en grand sur le toit de l'immeuble font voir la marque et c'est l'essentiel". Je continue ma petite marche, arrive sur le parvis du stade et là vois deux supporters, l'un avec le maillot de Toulouse l'autre avec celui de Paris. Et là je remarque sur le maillot de Paris, le mot "Orange", et je me dis "ben oui tu es bête, Orange est partenaire du Stade Français". Je rentre dans le stade, admire la belle prestation des Parisiens, et remarque que le centre du terrain permet toujours de lire "TOP 14 Orange" (le nouveau nom du championnat depuis le partenariat de naming signé entre Orange et la LNR en 2008), et de temps en temps la publicité sur la panneautique pour la TV d'Orange. Puis vers la fin du match, rentre Thierry Dusautoir et j'aperçois sur son maillot, 6 lettres : "Orange". 

Et là c'est comme si tout s'était remis en place: Orange, partenaire titre du championnat de France de rugby; Orange, partenaire des 2 clubs du jour et Orange, partenaire du Stade de France. Une situation ultra-dominante pour la marque, une situation de rêve où la marque est ultra présente et peut montrer à tous qu'elle est LE partenaire de ce sport.

Malheureusement, je n'ai rien vu de la part d'Orange. Sans doute que cette configuration ultra-favorable suffisait à atteindre les objectifs de la marque mais je pense qu'on aurait pu aller un peu plus loin pour vraiment se différencier et marquer les esprits… Imaginez que vous sortez du RER, vous passez devant le bâtiment d'Orange et à ce moment là, vous recevez un SMS ou lien WAP (si vous êtes client Orange), pour vous souhaiter la bienvenue au Stade, c'est déjà plus convivial non? Une dizaine d'autres opérations auraient pu être imaginées pour ce genre de rendez-vous pour entretenir le contact avec les quelques 80 000 personnes présentes, et ce tout au long de la journée, (vidéos exclusives, jeux concours, etc.), mais rien, dc grosse déception…

Au final, je sais qu'Orange était là car je suis sensible à ce genre de choses lors d'un événement sportif mais tous les ingrédients étaient là pour faire quelque chose de grand, ou en tout cas, de cohérent et permettant à la marque d'asseoir son statut de partenaire #1 du rugby, de renforcer son positionnement axé sur les supporters et donc de se rapprocher de ses consommateurs. Mais là je reste sur ma faim, dommage…

Et vous, qu'aurez-vous fait?

76 Commentaires

  1. Je crois que vous n’avez pas tort, c’est vrai qu’orange aurait pu utiliser beaucoup de moyens pour communiquer sa marque…L’idée des sms est pas mal! Mais en a t-elle vraiment besoin ?
    Orange c’est 50 milliard d’euros de bénéfice, 130 millions de clients dans le monde…
    Peut être que la société ne voulait pas trop en faire…

  2. Je ne demande pas forcément de mettre une armée mexicaine en terme de com sur le match mais au moins faire quelque chose de plus que la simple pose de panneaux et la présence de marque lors de la rencontre sportive….
    Mais sans doute que comme tu le dis, elle ne voulait pas trop en faire…

  3. Qu’orange se suffisse d’un archaïque display lors de cette évènement ne déçoit pas que vous. Le sport est un des meilleurs vecteurs pour séduire et faire vibrer ses clients / prospects. A l’image de certains joueurs du Top 14, Orange est inconstant dans ses opérations marketing. On applaudit tous « Orange RockCorps », on est un peu déçu d’un « weareproducteurs.com » qui laisse un goût d’inachevé. Ils ont investit des budgets historiques dans ces 2 évènements cinéma et musique, à base d’interactions, de web 2, de crowdsourcing etc… mais le sport reste une fois de plus sous-exploité en France en opportunités marketing.
    Pour répondre à jeje, Orange n’en a peut-être pas besoin, mais avait-il besoin d’un RockCorps (plusieurs millions d’euros) ou d’un weareproducteurs.com ? non plus… Orange, en position ultra-dominante dans le rugby, devrait assumer cette position et innover, nous surprendre. Ils en ont l’expertise et les moyens. En attendant, ils s’offrent le luxe de minimiser leur ROI. Tant pis pour eux, tant pis pour nous…

  4. Au-delà de toute considération financière, je dirais qu’il y a un manque à gagner d’un point de vue de l’image. Le sport est un des instruments les plus puissants pour véhiculer des sensations/émotions. Il est dommage d’investir autant pour en retirer aussi peu de bénéfices (hors financier j’entends). En effet, si certains sont plus réceptifs aux dispositifs mis en place par orange (panneautique, insertion maillots…), la majorité des 80 000 fan présents n’ont surement pas été sensibles à l’ultra-présence de l’opérateur.
    Je suis d’accord, un simple petit sms à un moment clé (arrivée au stade, coup d’envoi) aurait grandement augmenté le capital sympathie de la marque auprès des fans et par extension son ROI. Surtout que si l’idée du sms est très bonne, en se creusant les méninges, il y a surement pas mal d’autres micro-opérations, « less is more », qu’Orange aurait pu mettre en place.
    Je partage donc le coup de gueule.

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