Quand on parle de marketing on s’imagine toujours que c’est une manipulation de la part des entreprises pour inciter les consommateurs à acheter leurs produits ou services. Mais ce n’est pas toujours le cas…
Le Marketing incitatif (Nudge Marketing) en est la preuve ! Une méthode en vogue qui aide la société à adopter le bon comportement. Aujourd’hui nous allons découvrir ensemble, 5 campagnes qui poussent à la réflexion…
1. La SNCF : Lutte contre les Incivilités
Commençons par la SNCF (Société Nationale des Chemins de fer Français) qui s’est souvent fait entendre pour sa lutte contre les incivilités.
Lancé en 2012 cet engagement a été mis en place suite à une constatation simple : trop d’incivilités sont répertoriées chaque jour dans les complexes ferroviaires Français (gares, quais, trains…).
On va pas se le cacher, les passagers ne sont pas connus pour leur propreté : mégots, chewing-gums, emballages, mouchoirs… sont autant de raisons qui devraient nous faire réagir.
C’est pour cela que des représentations géantes d’incivilités ont été placées dans les gares et sur les quais, afin de faire prendre conscience aux principaux concernés que ce n’est jamais agréable de voyager dans des endroits dégradés par des actions purement égoïstes. Et pour appuyer cette opération, un slogan : « Il n’y a pas de petites incivilités. ».
La SNCF a pérennisé son engagement en créant le 24 septembre 2012 une structure dédiée, dirigée par Céline Debove-Postel, Directrice Déléguée à la Prévention et à la Gestion des incivilités.
Épaulée par un réseau d’acteurs implantés localement, elle anime et coordonne sur le plan national des actions ciblées en s’appuyant sur celles déjà lancées dans certaines régions. Un engagement qui a été renforcé en 2016 et 2017, ce qui laisse à penser que les malotrus sont coriaces !
2. The Father Bob Maguire Foundation : Sensibilisation à la vie de Sans-Abri
Une initiative originale a été mise en place par l’ONG Australienne The Father Bob Maguire Foundation, pour sensibiliser aux conditions de vie des sans-abris.
Cette opération a été réalisée par Clemenger BBDO pour le compte de l’association. C’est en utilisant les poubelles publiques comme support de communication que cette campagne a choqué. Des stickers ont été collés de part et d’autre de l’ouverture servant à jeter ses déchets, avec un slogan : « Pour les sans abris, chaque jour est un combat. ».
Une action qui empêche les passants de fermer les yeux (comme souvent) sur ce que vivent les sans domicile fixes !
Bon là vous êtes en train de vous dire que cet article n’est pas vraiment fun (contrairement à ceux du blog en général), eh bien oui aujourd’hui c’est la révolution !
On va dénoncer un peu, ça va nous faire à tous un bien fou !
3. Frontline Combo : Agir pour le Bien-être de ses animaux domestiques
Non je déconne on va parler de chiens et de puces en fait. Voici comment utiliser l’environnement comme outil de communication de manière originale !
La marque Frontline Combo (spray anti-puces pour chiens) a frappé fort avec sa campagne d’affichage à grande échelle dans un supermarché de Jakarta en Indonésie.
Prise en plongée, la photo montre un chien en train de se gratter. Avec le mouvement des passants, le passage de ces derniers évoque des puces qui se baladeraient dans le poil du chien.
Oui c’est une campagne qui fait la promotion d’un produit, mais elle incite également à prendre soin de ses petits compagnons qui on le rappelle, ne doivent pas être délaissés !
4. Amnesty International : Sensibiliser aux Horreurs qui se passent dans les pays voisins
Après s’être détendu un peu, retour à la déprime avec la campagne d’Amnesty International (Association mondiale qui lutte pour les droits de l’homme).
Connus pour leur communication choc qui obligent les lecteurs à s’offenser de certaines pratiques immorales, l’association a encore frappé en utilisant le Street Marketing en Suisse pour inciter les passants à s’intéresser à ce qui se passe dans des pays (pourtant) pas si loin du leur.
En placardant leurs affiches à des endroits stratégiques, dans l’environnement familier et réel des passants et en utilisant des images choquantes avec le décor environnant en arrière plan, ils ont réussi leur mission qui était de dépayser et faire réaliser que ce n’est pas de la fiction.
C’est une preuve que les espaces publics peuvent être utilisés comme médias sans forcément que ce soit à but commercial, mais au contraire pour sensibiliser, appeler aux dons ou tout simplement informer !
5. Pringles : Lutte contre l’Obésité
Pour finir sur une note plutôt soft parlons un peu de cette campagne de lutte contre l’obésité.
Une étude effectuée par les chercheurs de l’université de Cornell a démontré que des repères visuels comestibles aideraient certaines personnes à réduire leur consommation d’aliments. Étude qui a été publiée dans l’American Psychological Association.
C’est à la suite de cette recherche que des tubes de la marque Pringles ont été modifiés pour qu’à chaque intervalle de 10 chips soit placée une chips de couleur rouge (comestible).
Selon le site Medical Xpress, les étudiants, qui ignoraient les raisons pour lesquelles certains pétales étaient de couleur rouge, ont consommé environ 50% de moins que ceux qui n’avaient pas d’indicateurs. Il a également été prouvé que les sujets soumis à ce test arrivaient mieux à estimer leur consommation de chips à une chips près.
Alors pour vous, la solution contre l’obésité a-t-elle été trouvée ? Ce qui est sûr c’est que c’est une manière originale d’inciter les consommateurs à surveiller leur alimentation.
J’espère que cet article vous a permis d’en apprendre un peu plus sur l’utilisation du Street Marketing ainsi que du Nudge Marketing (Marketing d’Incitation)… et qu’il aura réussi à vous faire changer d’avis sur le rôle de la communication en général !
Si tu en es arrivé là c’est que cette lecture t’a plu, alors si tu veux récompenser ce travail et le faire découvrir à tes proches, je t’invite à partager cet article sur les différents réseaux sociaux et n’hésite pas à donner ton avis sur celui-ci.
See you soon on Gnitekram …
MG.
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