Pschhh??? A Communication / marketing consulting. 360 and pure digital production. In-house creative studio

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2 Pschhh??? A Communication / marketing consulting agency 360 Pschhh believes in a communication approach centred on generous brand content promoting relationships, between brands and their audiences. The agency combines its strategic vision with its creative energy. Strategy and activation consulting 360 and pure digital production In-house creative studio

3 key facts & figures founding date internal team 2 managing directors internal creative studio accumulated experience 12 November idea unbottlers 12 people : ADs, designers,planners, CW 483 years Jules Guillemet Managing Director CEO Sébastien Brocandel Managing Director Creative Director

4 360 division IDEA UNBOTTLERS SINCE 2007 Audrey Bilinski 360 Project Assistant Margaux Eschalier 360 Project Manager Gislain Delaire 360 Artistic Director Laure Darcel 360 Department Manager pschhh Bertrand Fouillet 360 Artistic Director Damien Bordier Copywriter Pierre Auguste Henry Senior Project Manager Daniel Quintero 3D Designer Solène Michel Director of Strategic Planning Florent Bouguern Copywriter Cyril de Couët Director of Copywriter Jennifer Bryden 360 Project Manager JC Mauguit Photo / Video

5 digital division IDEA UNBOTTLERS SINCE 2007 Emeline Dewitte Digital Department Manager Julien Vieira Digital Artistic Director Frédéric Plau Digital Project Manager pschhh Baptiste Delouis Digital Designer Audrey Lecart Digital Project Manager Usman Siddiq Digital Designer Jérémy Benmoussa Digital Project Manager Nicolas Waterkeyn Alexandre Tarquini 2D Motion designers Jeoffrey Garcin Digital Project Manager Rawad Korkomaz Account Manager Assistant

6 Pschhh convictions

7 brand evolution pre web 2.0 post web 2.0 iconic brand vertical discourse brand ecosystem horizontal relationship brand universe The brand imposes its vision to consumers brand identity relationship consumer identity consumer purchase A consumer whose bond is made by a purchase shared values The brand communicates with consumers over common values

8 brand life and identity THE BRAND EVOLVES WITHIN AN ECOSYSTEM The brand is alive since it evolves along with the world. world brand dna PHYSICAL INCARNATION Personality Tone Image ASPIRATIONAL DEVELOPMENT Mission Vision Ambition Values PSCHHH ACCOMPANIES THE BRAND IN ITS EVOLUTIONS TO CREATE A LASTING RELATIONSHIP

9 CREATING THE RELATIONSHIP To survive and grow, brands need to create a relationship with their consumers. They now wish to maintain a relationship with consumers that is living, transparent and permanent. A multi-modal and multi-channel relationship. To speak, it needs to have something to say. BRAND CONTENT AT THE HEART OF THE RELATIONSHIP a living relationship COMMON VALUES SHARED UNIVERSE MANY CONVERSATIONS

10 BRAND CONTENT THE BRAND MOVES ITS FOCUS AWAY FROM ITSELF THE CONSUMER ENTERS INTO A TWO-WAY DIALOGUE THE BRAND MOVES ITS FOCUS AWAY FROM ITSELF IN ORDER TO HAVE A PERSONIFIED CONVERSATION WITH ITS AUDIENCES. The brand content is rooted in the brand DNA, but what it talks about is the world. The brand content is created at the periphery of the product offer: It is a territory of expression that positions the brand and creates identification with the consumer(s). It is a communal cement that will enable bonding around shared values.

11 brand content life MULTI-MODAL & TARGET-CENTRIC MULTI-CHANNEL & FREQUENT speak discuss 360 video print events explain ads / media tell inform press relation amuse play tablets pur digital mobile internet laugh touch terminals multitouch tables

12 the relationship guarantees the roi A LIVING AND THUS LASTING RELATIONSHIP IS SYNONYMOUS WITH ROI SPEAKING ATTRACTS = WINS CONVERSATION UNITES = LOYALTY THE CREATION OF THIS RELATIONSHIP MEETS THIS DOUBLE business objective

13 process 1 - concept & strategy 2 - Branding & design 3 - feasibility & Production responsiveness and flexibility watchwords of the agency, these are guaranteed thanks to strong insourcing of skills

14 case studies

15 GAMME X-PREMIUM goals Diagnostic Position the x-premium range and assign it a distinctive and commercially advantageous territory Wind over and rally a community around the Fujifilm brand Gain market share in the face of vintage compacts (Leica, Panasonic) and reflexes by the market leaders HIGH RATE OF SPONTANEOUS AWARENESS, historical attachment, strong emotional BUT... Unfamiliarity with the X-Premium digital range, Dusty image, Widespread view that the brand died with the disappearance of the silver film

16 GAMME X-PREMIUM WITH Pschhh : LIFESTYLE APPROACH BEFORE Pschhh : TECHNOLOGICAL APPROACH CONSUMER Insight : «THE PRODUCTS I BUY REFLECT MEAND POSITION ME AMONGST MY PEERS» Le complice Strategic biases La qualité d un reflex Pro dans un compact Hybride Doté du capteur 16Mp (APS-C) t rans - exclusif FUJIFILM - le X-M1 vous offre la qualité d image d un reflex numérique pro dans un appareil compact, design et léger 40% plus mince et 60 % plus petit que le plus petit reflex du marché*, le X-M1 vous accompagnera partout en toute discrétion. Avec son écran inclinable 3 et sa connectivité Wifi, le X-M1 deviendra votre meilleur complice pour capter et partager instantanément tous les instants de vie. Appareil photo à objectifs interchangeables, il bénéficie de la large gamme d objectifs XF et XC FUJINON pour une créativité sans limite. (*) Données réelles arrondies : 43,8% plus mince et 58,7% plus petit, sur la base des dimensions et du volume cubique hors tout à l exclusion des saillies, des produits du marché à date (Août 2013). Découvrez la série PREMIUM sur Vivez plus fort la photographie. -- Move Fujifilm away from its platform centred on technology to orient it towards a «lifestyle» territory, centred on the human and placing consumers in the picture. -- Work on an affinity approach (segmentation of targets and media for a better relational effectiveness)

17 GAMME X-PREMIUM New tagline for the range Experience photography more intensely X-M1 ET X-A1 launch products 40% * plus mince que le plus petit reflex du marché Communication strategy around the platform: «complicity» 60% * plus petit que le plus petit reflex du marché 100% discret avec son grand écran inclinable m m 55 m m Lifestyle and vintage newspaper ad targeting the professional press 200% design «X» look du X20 39 m m Le complice Segmentation of media planning (selection of affinity media in press/ web) Le complice La qualité d un reflex Pro dans un compact Hybride La qualité d un reflex Pro dans un compact Hybride Doté du capteur 16Mp (APS-C) t rans - exclusif FUJIFILM - le X-M1 vous offre la qualité d image d un reflex numérique pro dans un appareil compact, design et léger 40% plus mince et 60 % plus petit que le plus petit reflex du marché*, le X-M1 vous accompagnera partout en toute discrétion. Avec son écran inclinable 3 et sa connectivité Wifi, le X-M1 deviendra votre meilleur complice pour capter et partager instantanément tous les instants de vie. Appareil photo à objectifs interchangeables, il bénéficie de la large gamme d objectifs XF et XC FUJINON pour une créativité sans limite. (*) Données réelles arrondies : 43,8% plus mince et 58,7% plus petit, sur la base des dimensions et du volume cubique hors tout à l exclusion des saillies, des produits du marché à date (Août 2013). Découvrez la série PREMIUM sur Vivez plus fort la photographie. Public press annoucement Professional press annoucement Vivez plus fort la photographie. Doté du capteur 16Mp (APS-C) trans - exclusif FUJIFILM - le X-M1 vous offre la qualité d image d un reflex numérique pro dans un appareil compact, design et léger 40% plus mince et 60 % plus petit que le plus petit reflex du marché*, le X-M1 vous accompagnera partout en toute discrétion. Avec son écran inclinable 3 et sa connectivité Wifi, le X-M1 deviendra votre meilleur complice pour capter et partager instantanément tous les instants de vie. Appareil photo à objectifs interchangeables, il bénéficie de la large gamme d objectifs XF et XC FUJINON pour une créativité sans limite. (*) Données réelles arrondies : 43,8% plus mince et 58,7% plus petit, sur la base des dimensions et du volume cubique hors tout à l exclusion des saillies, des produits du marché à date (Août 2013). Découvrez la série -PREMIUMsur

18 GAMME X-PREMIUM Contest «Accomplices» Press conference Media Relations extended to the lifestyle press (traditionally only pro press) Association with street artists Jana & JS via the creation of an 8m-long fresco during the press conference - «Accomplices» contest via a dedicated website and a Facebook application + media partnership with Actuphoto.com Éric Bouvet and Judith Perrignon, media sponsors Identifying and prioritizing of 2 media sponsor accomplices (1 photographer and 1 author) Exhibitions sponsored as part of the contest results more than 90 journalists attended the press conference and more than 1,000 participants in the competition. Link to the video :

19 COMMUNITY MANAGEMENT goals Diagnostic Rejuvenate the target brand Fight against the image of the brand that is sometimes considered nerdy Create a long-term relationship with consumers Good spontaneous recognition A high success rate for the communication A brand signature rerouted onto social networks initiate a conversation to create a affinity create attractiveness around an oft-ridiculed and maligned product A hardly aspirational brand

20 COMMUNITY MANAGEMENT BEFORE Pschhh : Product approach BRAND DNA fun, festive, food-savvy, friendly, liberal, transgressive, cheeky, unifying CONSUMERS easygoing, a bunch of irl and fb friends, older teens, big users of TV and digital WITH Pschhh : VIRAL APPROACH Consumer insight: «I like breaking the rules by playing fun and offbeat pranks that I post on fb.» strategic biases -- Change the no alcohol» aspect by transforming into a positive concept (break away from the guilt factor in order to add value to that of choice) -- Use the codes of love brands such as Red Bull or Coca-Cola to modernise the brand image and to develop its identity potential -- Create a brand platform making it possible to develop rich and powerful brand content on Facebook

21 COMMUNITY MANAGEMENT A new brand signature Zero alcohol, zero limits. brand plateform and COMMUNITY MANAGEMENT SEPT 13 - end 2014 The brand platform Zero alcohol, zero limits was launched on Facebook in September 2013 during a thematic contest The Bold-ometer. «covers» Facebook visuals The concept of the platform: : in a country where drinking alcohol is the norm, not consuming it falls within the extraordinary and requires a good dose of boldness! Mister Cocktail becomes the brand of those who dare all, those who have no limit and who extol total freedom! A funny editorial line

22 COMMUNITY MANAGEMENT brand platform and COMMUNITY MANAGEMENT SEPT 13 - end 2014 Contest «The Bold-ometer» Diffusion of distorted images with high viral potential Viral content Creation of a contest to measure its degree of boldness : «The boldometer» 3 weekly posts (monday / wednesday / friday) Community Management in the year fully managed by Pschhh results More than 3,500 fans in 3 weeks. Link to Facebook Page :

23 360 promotion goals Diagnostic Develop the beer reflex apart from bars and parties (as part of a meal, etc.), position beer as a premium product ( premiumise ) CREATE A DYNAMIC GROUP BY ACTIVATING SEVERAL BRANDSEN by activating several brands Gain market share against wine Diversity of brands in rich and affinity universes, loyal and acquired communities, young ambassador targets Brand territory of the brands very different from each other, image n o t premium enough, the Loi Evin [The French law against smoking and alcoholism banning direct or indirect television advertising of alcoholic beverages]

24 360 promotion communication brand promotion group dna Social, unifying, festive, that helps you let go, accessible, easygoing, for every occasion Strategic biases Consumers In search of a simple and evident conviviality, rather masculine, a bunch of mates is a standard-bearing group and alcohol is always shared and experienced collectively Consumer insight: that friendly atmosphere being together with my mates, that s my everyday life. I LOVE THE SIMPLICITY OF THESE MOMENTS!» Pschhh approach: group approach away from pubs, hotels or restaurants > position as premium away from pubs, hotels or restaurants -- Use the category beer as a unifying thread to have a unified message despite the multiple brands -- Reconstruct a warm, lively ambiance associated with drinking beer (within the framework of the «Loi Evin») -- Bring a narrative and fun experience to life for consumers

25 360 promotion 360 PLATFORM CONCEPT Brasseurs des Champs [Brewers of the Champs-Elysées] 360 storytelling (IN CHRONOLOGICAL ORDER) feb 10 - OCT 10 Creation of a website dedicated to the beer category : Events section of the website: communication about the operation, registration in the workshops at the Atelier des Champs The Atelier des Champs Short-term location l Atelier des Champs on the Champs-Elysées Themed workshop linked to the DNA of the brands > 1 workshop = 1 brand Beer and food pairing workshop with Pelforth and Flora Mikula Customisation workshop with Desperados

26 360 promotion storytelling 360 (in chronological order) feb 10 - OCT 10 Essential step: putting your hops plant into the vat Advergame «Houblon» Putting a hops plant into a vat at the Atelier des Champs Advergame to virtually grow hops ings multiple choices questionnaires, answers to be found in blog of the 2 ambassadors The hop terrace of the Atelier The contest winners will harvest hops over a weekend in the North Creation and launch of the «Bière des Champs» created by and for web users (CRM product) ResultS 250,000 people reached digitally and at events lots of media coverage

27 digital operation goals Diagnostic Rejuvenate the brand image while celebrating its 30th anniversary Brand beloved by the French Perceived as friendly and family brand boost and support sales from the start of spring till the end of summer Show the diversity of the shop offer (aquarium, pet products etc) Dated image, Difficulty in rejuvenating the client base diversity of Jardiland offers unclear

28 digital operation brand dna open, generous, lifelong partner, there for all the major stages of life, close, loyal Consumer identity Need careful explanations to trust, looking for transparency, emphasise the fact of being heard and having support that s personal and fast communication ageing image and tone Consumer insight: I DON T WANT A brand BUT a partner I can trust AND WHO HAS ME IN MIND.» Viral approach strategic biases - Break the traditional codes of the brand to lose its outdatedness -- Communicate digitally to win new younger targets -- Optimise the duration and frequency of exposure

29 digital operation concept of the digital event platform 30th anniversary Jardiland digital operation MARch 12 - OCT week operation around a strong promise : 30 weeks of presents Website dedicated to the contest with 10 themes Collect opt-ins and qualify them (CRM) Dedicated website Themes / emphasises of aisles

30 digital operation digital operation MARch 12 - OCT 12 A recurrent character : Jardiland saler Viral webserie Viral webserie of 10 episodes : heroes from the 80 s show up to also celebrate their birthdays at Jardiland. 1 episode = 1 shop aisle/area Digital campaign (banners and Facebook Ads) Bridging in community management In-store bridging results 300, 000 unique visitors reached throughout the campaign and more than 100,000 opt-ins collected. To see the webserie :

31 event brand content goals Diagnostic Consolidate the communication around the brand platform «The dolce vita services spirit», enhance the feeling of the closeness with consumer, get out the message of the dual gas/electricity offer offered by the brand A brand with strong sympathy equity A significant spontaneous recognition but... lack of knowledge of the brand s perimeter action A major confusion with EDF A relationship deficit (experienced only through invoices/sales offers)

32 event brand content brand DNA open, generous, lifelong partner, there for all the major stages of life, close, loyal consumer identity need careful explanations to trust, looking for transparency,, emphasise the fact of being heard and having support that s personal and fast platform : spirit of service Insight consommateur : «I don t want a brand but a partner i can trust and who has me in mind.» Brand content strategic biases -- Capitalize on the brand platform «The Dolce Vita Services spirit» -- Humanise the voice by incarnating it in order to streghten the feeling of closeness -- Create a relational platform based on exchange and highlighting the consumer

33 event brand content concept of the relational platform Make the show with the Gazélec concept of the relational platform april Creation of an ambassador couple : Roger and Chantal Gazélec On and off-line talk about the brand through theses 2 characters Using humorous photos of the couple on all media (Facebook, signage etc.) Facebook speaking Themed signage

34 event brand content relational platform april Entertainment at the Foire de Paris 2013 Themed supports Entertainment at the Foire de Paris 2013 : Animated talk-show filmed by the Gazélecs in person Possibility for consumers to talk about the brand live (consistency with «The Dolce Vita Services spirit») Turning consumers into stars and personalised CRM (sending the DVD of the show through the post) results sucess of concept Internal feedback using the videos production of a web series «The gazélecs» being studied by GDF SUEZ

35 more references

36 annual suppor t launch of the product tagada purple (2013) 1 04/09/13 14:46 TAGADA PURPLE COMMUNIQUÉ DE PRESSE PARIS, SEPTEMBRE 2013 Une tagada au goût Une 13 BRE 20 it SEPTEMille s agrand m a f la C M J à TAGADA A LE BONHEUR DE VOUS FAIRE PART DE L ARRIVÉE DE LA TAGADA PURPLE : 4 GRAMMES DE BONHEUR POUR UN MOMENT DE PLAISIR DÉLICIEUSEMENT INTENSE ET ENVOÛTANT! CJ CMJ N Après la TAGADA L Originale (la rouge) créée en 1969, puis la TAGADA Pink qui pik en 2010, la marque iconique de bonbons nous fait vivre une nouvelle expérience intense et envoûtante, qui réjouira des millions de fans! Une nouvelle référence arrive : la TAGADA Purple.. Petite dernière oui, mais au caractère bien trempé. Un arôme intense, une texture à nous faire fondre de plaisir et une couleur raffinée,, qui saura séduire aussi bien les grands que les petits. Avec la TAGADA Purple, HARIBO offre à ses consommateurs de nouveaux moments de purs plaisirs pour retrouver un peu de légèreté et d innocence. Comme le prône TAGADA, «on grandira plus tard»! TAGADA, DÉCLENCHEUR DE BONNE HUMEUR! La TAGADA Purple dévoile son caractère si intense et si envoûtant, qui saura déclencher de la bonne humeur à chaque moment de la journée, pour permettre aux grands et aux petits de lâcher prise, le temps d une mini pause gustative! = 30% des ventes INFORMATIONS CONSOMMATEURS : valeur de TAGADA l Orig inale * 19 novembre = d1d0itio0nn% 13 déc 2013 el** d a au 25 novemb13re 30 déc 20 au INNOVATION : sticker sachet 100% refermable pour garantir la texture optimale de vos TAGADA préférées! Fabriquée en France, dans l usine d Uzès, la TAGADA Purple sera commercialisée dans les réseaux habituels courant septembre 2013, au prix de 1,68 euros T.T.C. (Prix de vente conseillé)* sous un format sachet 250 grammes. *prix à titre indicatif, seul le distributeur est maître de ses prix Un lancement soutenu tv NOUVEAU GOÛT, NOUVELLE COULEUR Le «Purple» (litt. violet ou pourpre) selon TAGADA est une couleur unique, qui a nécessité de nombreux mois d élaboration et de tests, à partir d un concentré naturel de fruits et de plantes. Cette teinte résolument gourmande, entre le violet et le fuchsia, sublime le goût de cette nouvelle TAGADA, plus envoûtante que jamais Un délicieux arôme qui vient compléter les deux références existantes : la TAGADA L Originale et a TAGADA Pink. 70 %** Pink Purple L originale MJ intense et envoutant forte intention d achat CM haute en couleurs Vos remarques : TAGADA PURPLE 250gr carton de 30 UC - *Estimation Valeur - **Test concept Ipsos mars 2013 CP_TAGADA_FINAL.pdf la famille TAGADA s agrandit avec

37 webserie btobtoc 6 episodes

38 ipad apps ididas & adibox

39 annual support website development, digital strategy and brand platform ( )

40 360 campaign my online business

41 360 campaign FRAICH BAR tour + FRAICH ATTITUDE week (2012)

42 everyday, they place their trust in us...

43 Address 11, cité de l Ameublement PARIS FRANCE Tél : (+33) Fax : (+33) Pschhh sparkles on the web your CONTACTS: Jules Guillemet Managing Director CEO Laure Darcel Head of Division 360 Emeline Dewitte Head of Digital Division Nicolas Montagnier Director of Creative Development jguillemet@pschhh.com Tel : +(33) ldarcel@pschhh.com Tel : +(33) edewitte@pschhh.com Tel : +(33) nmontagnier@pschhh.com Tel : +(33)