Challenge
To promote its Sustainable Smartphone Solutions program, Bouygues Telecom launched a multi-faceted campaign that included press, television, and digital advertising.
Bouygues Telecom sought to Ogury to identify its target audience and engage them on their smartphones without collecting any personal data.
During the campaign that ran from February to May 2022, Bouygues Telecom partnered with its agency, Blue449 (Publicis Group), to implement several digital activations. The brand collaborated with Ogury to identify its target audience and engage them through fully on-screen video ad formats, ensuring that 100% of the pixels were visible for the entire duration of the ad, all without using data collection or intrusive tracking.
Ogury utilized its Personified Advertising technology, which focuses on personas rather than individual users. This approach allowed Bouygues Telecom to accurately understand the habits and behaviors of its target audience, particularly those interested in ethical consumption, refurbished smartphones and in-store repair programs.
The campaign was carried out in three phases. The first two phases occurred one month apart, featuring impactful mobile video ads aimed at raising awareness of Bouygues Telecom's new Sustainable Smartphone Solutions program. The third phase supported these video branding efforts with display activations themed around the same topic, designed to generate traffic to the brand's website. These complementary formats - video branding and display - enabled Bouygues Telecom to effectively highlight the four components of its Sustainable Smartphone Solutions program: repair, refurbishment, recycling, and trade-in.
Bouygues Telecom achieved significant results through precise targeting that respects consumer privacy and engaging ad formats, with consumers actively inquiring about these offers after being exposed to Ogury's advertising messages.
Results
The two phases of the video branding campaign achieved an average Fully On-Screen Rate of 75% for 50% duration, with impressions being 100% viewable on screen for at least 7.5 seconds. The average VCR for this campaign was 77%. Additionally, the advertising campaign recorded a click-through rate (CTR) exceeding 5%, with mobile users spending nearly one minute on the Bouygues Telecom website. The campaign also achieved over 90% visibility according to Media Rating Council (MRC) standards and an impressive ad recall, with an uplift of more than 34 points.
"As we enter the era of cookieless and IDless advertising, we are very keen on solutions like Ogury that allow us to both engage the right audience with precision and deliver impactful messages through innovative, high-visibility, and sustainable advertising formats."
Anne Pézard-Alix
Head of Branding & BtoB, Bouygues Telecom