Le street marketing, c’est un moyen innovant et créatif pour les entreprises de communiquer sur leurs produits.
Mais alors, qu’est-ce que c’est exactement ? Pour faire simple, le street marketing est une technique utilisée par les entreprises pour promouvoir une marque, un produit ou un évènement. Cela consiste à investir la rue pour communiquer de plusieurs façons possibles. Le street marketing s’adresse à des cibles très larges et permet d’entretenir une proximité forte avec celle-ci.
Dans cet article, nous allons vous présenter 8 campagnes de street marketing, plus ou moins récentes, qui ont capté notre attention par leur originalité.
1. Baltika
Baltika est une marque de bières Chilienne qui a choisi, comme beaucoup d’autres marques, d’investir les transports en commun pour faire parler d’elle. Ici, la marque s’est installée dans le métro Chilien pour déposer des canettes de bières en guise de poignées sur les barres de métro. Cette action est relativement simple et peu coûteuse mais fonctionne puisqu’elle casse les codes habituels et attire l’œil intrigué de la cible.
2. Mini
La marque Mini a, quant à elle, lancé une opération de street marketing de plus grande envergure dans les rues de Paris. Pour faire découvrir sa nouvelle Mini Roadster, la marque a mis en place un carrousel pour mettre en scène ses nouvelles voitures et attirer la cible. Pour avoir le privilège de faire un tour de cet étonnant manège, il fallait aller récupérer un QR Code sur la page Facebook de la marque et le présenter, tel un ticket d’entrée, au manège. La marque a donc réussi à faire parler d’elle et de ses nouvelles voitures, tout en augmentant le trafic et la viralité sur ses réseaux sociaux. Judicieux, non ?
3. Netflix
Netflix a choisi de s’aider du mobilier urbain de la ville de Paris pour promouvoir le lancement de la nouvelle saison de l’une de ses séries phares, Narcos. Pour l’occasion, Netflix a utilisé des colonnes de presse des Champs Elysées pour y installer des sabliers géants faisant le décompte en temps réel avant le lancement de la saison. Ces sabliers ne sont pas passés inaperçus par les passants, d’autant plus qu’ils étaient remplis de cocaïne pour faire référence à la série…
4. May Tea
En street marketing, il est possible de faire beaucoup de choses. L’une des pratiques les plus répandues est la distribution de produits. C’est ce que réalise beaucoup May Tea, notamment dans les grandes villes de France telles que Lyon ou Toulouse. Cette opération permet à la marque de se faire connaître mais aussi de faire tester ses produits et développer l’affectif chez ses consommateurs. Cela est peu coûteux pour la marque qui doit seulement trouver les endroits les plus stratégiques et prévoir des stands attirants.
5. Michel et Augustin
Certaines entreprises fondent toute leur stratégie de communication sur le street marketing. C’est le cas de Michel & Augustin qui a fait toutes sortes de campagnes de street marketing. Ici, leur but est de capter l’œil des passants et de la cible afin de les attirer au centre de l’animation et leur faire prendre connaissance de la marque et de son secteur d’activité. Là encore l’objectif est de développer l’affectif envers la marque et, de ce fait, l’acte d’achat à posteriori. Les opérations de Michel & Augustin ont souvent lieu sur les grandes places Parisiennes ou dans les transports et sont toutes relayées en masse sur les réseaux sociaux.
6. Lay’s
Ici, le but de la marque Lay’s est de faire passer un message sur la provenance de ses produits. On voit un nouvel aspect et un nouvel objectif du street marketing qui consiste à contrer des idées reçues ou des rumeurs sur la marque. La marque a mis en place toute une situation dans le métro pour prouver à ses consommateurs ou à sa cible que les pommes de terre utilisées par Lay’s ne proviennent pas d’aussi loin qu’ils peuvent le penser. Cette utilisation du street marketing est plus rare mais très efficace puisqu’elle marque l’esprit des consommateurs et peut, plus facilement, les convaincre du message avancé.
7. Sprite
L’entreprise Sprite a installé des douches d’eau sous forme de distributeur de soda sur les plages du Brésil. Le but de la marque est d’associer son nom à un moment de plaisir rafraîchissant. Sprite souhaite comparer ce moment à la sensation ressentie lorsque l’on boit une bonne gorgée de leur boisson. L’ampleur de l’opération attire les passants et l’effet est de taille !
8. Europa Park
Pour promouvoir son parc et les attractions à sensations fortes, Europa Park a investi des abribus pour reconstituer l’ambiance de ses attractions et modifier les sièges d’attente en sièges d’attractions. Le but est de faire vivre aux personnes qui attendent les transports, une petite partie de l’expérience promise par le parc et de leur donner envie d’en découvrir davantage et d’avoir la tête à l’envers, pour de vrai…
Et vous, que pensez-vous de ces opérations de Street Marketing ? Y-en-a-t’il d’autres qui vous ont marqués ?
Elodie E.
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