+ Issue
SFR, a premier consumer technology company in France, has relied on Publicis Consultants | France for many of its communication needs. The company once again turned to our professionals in Paris when surmounting negative media attention had created a gap between the company identity and the SFR brand. Brand preference was no longer enough to keep the company at the top, particularly in a context where businesses were judged on their aptitude to play a significant social role.

+ Strategic Idea
Publicis Consultants | had to get SFR back in touch with the company's original identity, an identity that valued social responsibility. The campaign team in Paris also knew that in order for SFR's pre-existing values to be seen, they must be expressed. The idea was to link individual mobility and collective mobility. The concept: shared mobility.

+ Implementation
In a complete communications campaign, the Paris office expressed the mobility that SFR provides - not only through personal telephone use, but also the societal mobility it encourages. Through print and outdoor advertisements, they informed publics that since 1997 SFR had been working to give visually impaired persons easier access to telephones and to facilitate their use with voice commands and voice access. They also communicated the company's environmental responsibility and attention to local voices around the country, not simply the large consumer groups in large cities.

+ Results
Since the start of the campaign, Publicis Consultants | has reached SFR's keys publics: internal, institutional, elected officials, opinion leaders, partners, clients / consumers. Today the company's image and reputation are in-line with its identity, making connecting to its publics that much easier.

+ Issue
As Thomson, a French leader in image and video technology, grew with its market, its visual identity was no longer in sync with its corporate characteristics. Its old identity was turned towards the past and no longer corresponded to the company's positioning. They asked Publicis Consultants | to propose solutions to the problem, along with other competitors.

+ Strategic Idea
The creative teams at Carré Noir in Paris and masius in London worked hand-in-hand to find the best way to communicate Thomson's technological innovation, fluidity and speed. With insight into the company and its services, the idea was to use dream-like, futuristic images set in modern-day situations to express Thomson's position at the forefront of image technology. The images help to shape the company identity - bringng ideas to life, connecting the world with people and people with media everywhere, securing images' access and utilization.

+ Implementation
After winning pitches in multiple areas, we mobilized teams in three countries to help Thomson express its modern identity. Carré Noir Paris created the logo with a new tagline, "Images and Beyond." masius in London produced a corporate film and an internal campaign in eight languages. They also created an original, thematic web site to accompany the newly-branded corporate site. The financial communications team at Publicis Consultants | in Paris carried the campaign key words and visual identity through Thomson's annual report and financial brochure.

+ Results
The Thomson campaign has recently been launched. Please check back later for results and, in the meantime, check out our creative work at www.thomson.net.