Comme chaque année, le poisson d’avril, est le moment tant attendu pour faire des plaisanteries à ses proches. C’est aussi, pour les marques, l’occasion de se démarquer et de communiquer de manière originale. Le poisson d’avril est donc devenu un moment fort du plan marketing des marques.
Le but ? Faire rire et/ou surprendre ses consommateurs.
Découvrez notre Top 3 des poissons d’avril.
1. Police nationale
On commence ce top avec la Police Nationale. Et oui, qui a dit que la police n’avait pas d’humour ? En ce 1er avril, elle a lancé une campagne de recrutement un peu spéciale. En effet, les candidatures étaient ouvertes aux lapins… Les lapins sont des animaux ayant un odorat très développé, l’idée était donc de créer une brigade de recherche de stupéfiants.
Sur leur compte Twitter, la police nationale a diffusé une vidéo mettant en scène une fonctionnaire de police présentant un lapin noir entouré d’un brassard de police. Elle explique que les forces de l’ordre développent une brigade de lapins pour détecter la présence de stupéfiant.
La Police nationale du 73 (Savoie) a quant à elle proposé de se rendre aux commissariats de Chambéry, Aix-les-Bains et Albertville pour tester gratuitement la qualité de ses produits stupéfiants, en précisant que ces derniers pouvaient être dangereux pour la santé. Bien évidemment cela ne pouvait qu’être un poisson d’avril.
2. La Poste
En deuxième position, nous retrouvons le Groupe La Poste. La Poste nous informe qu’à la prochaine mise à jour du célèbre jeu Fortnite nous pourrons suivre la livraison de nos colis sur les maps.
Malin non ? Au vu du succès du jeu chez les jeunes (et les moins jeunes).
3. La RATP
Depuis quelques années, la Régie Autonome des Transports Parisiens (RATP) se donne à cœur joie pour transformer les stations du métro et se jouer des voyageurs.
Pour rappel, en 2016 la RATP avait renommé 13 stations de métro. On pouvait par exemple lire « Apéro » à la place d’Opéra, la station Pyrénées avait été rebaptisée Alpes et Alexandre Dumas devenait les Trois Mousquetaires.
Cette année, la RATP transforme le métro parisien en avion. Plusieurs stations de métro et intérieurs de rames ont été customisés sur le thème du voyage. Les rames ont été transformées en avion grâce à un sticker de hublot posé sur les fenêtres. Dans les stations des affiches de paysage des 4 coins du monde, invitaient les usagers à se prendre en photo pour faire croire qu’ils étaient en voyage. Cette initiative aura permis aux parisiens de voyager, le temps d’une journée.
Si vous avez aimé cet article, cliquez ici et découvrez un autre temps fort du plan marketing pour les marques : la Saint-Valentin.
Juliette R.
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