Her name is Camille, she is 36 years old, she lives in the Paris region. She is in a relationship, with a child (or not), and she works in management control. In marketing language, Camille is a “persona”, that is to say the avatar of a person summarizing the characteristics of a target population as part of a campaign.
“They want to be reassured and cocooned”
This campaign, called “Ambition Paris”, is launched this fall by the Indre Attractiveness Agency. It is the product of a survey carried out during the year 2024 on an observation: “76% of Parisians plan to leave the capital, half of them quickly, summarizes Christian Bodin, president of A2i. We have already been working for years on the Ile-de-France target via advertising campaigns, participation in Parisian trade fairs or immersive stays in Indre. But with Ambition Paris, we want to reveal Indre in a different way, by supporting the departure candidates as closely as possible. »
Evenings in Paris
Last October, the A2i team went to Paris to organize an evening with around twenty Parisians who were candidates for departure: “We selected them with the help of the web media “Paris je te leave”, explains Thierry Bluet, director of A2i. These are people who all had a stated mobility project. »
The A2I had pulled out all the stops for this evening: a Parisian loft in 12e arrondissement, a buffet with Valençay wines and Berry products. “We wanted an atmosphere “like at home” because we noticed that what they want above all is to be reassured, cocooned, observes Carole Fras, project manager at A2i. This allowed us to refine our support strategy. The more authentic we are, the more it works. »
People at the heart of strategy
Gone, therefore, are the classic campaigns with the well-known arguments: “Indre two hours from Paris” or “Indre in the center of France”. Make way for what Thierry Bluet nicely calls “Territorial psychology”that is to say human support step by step, from moving to looking for a job: “We sent the candidates’ CVs to companies in Indre. Some were called in the days that followed,” specifies Carole Fras.
Other evenings of this type are planned in Paris in 2025. Parisians will also be invited to Indre for immersive and tailor-made stays. At the same time, A2i will launch an advertising campaign which will be broadcast on replays and podcasts of Radio Franceas well as on television replays, “Always with spots surfing on emotion”, insists the director.
A campaign with Radio France
The A2i website, “L’Indre en Berry”, will also benefit from a revisited design, with immersive storytelling and testimonies from Neo-indrians who tell their journey. “Many Parisians who wish to settle in the provinces are looking for meaning in their livesunderlines Carole Fras. They don't just want to work and go home at night; they want to anchor themselves in the territory, get involved in associations, find personal balance…”
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