&present

OBJECTIVE

RESPONSE

# To reinforce Maje’s brand image and the proximity with its consumers.

Maje joined forces with ELLE, as the exclusive partner of the ELLE en Scène tour of 7 concerts in 5 French cities. Maje and ELLE signed an unprecedented and custom-made partnership which included:

# A powerful cross-media campaign to promote the event and the partnership, involving many brands of the Lagardère network

# An online & mobile competition

# A brand campaign 100% dedicated to Maje

&

ELLE EN SCÈNE, ELLE’S FAMOUS CONCERT TOURIN MAIN FRENCH CITIES

Maje was the exclusive partner of

7 concerts

in 5 cities:

Charlie Winston, M, Yaël Naim (2010)Raphaël, Aaron, Metronomy and Irma/Ayo

(2011)

A 360° CAMPAIGN

PRINT

WEB

MOBILE

# Ad pages# Editorial support

# Dedicated co-branded space# Editorial support

# Premium online advertising on ELLE.fr, Virginradio.fr and premiere.fr

# Newsletter

#Dedicated Facebook page # Support on

ELLE’s page# Posts on a special forum

RADIO

SOCIAL NETWORKS

# ELLE en Scène app# Editorial support

# Classic campaign

ON THE GROUND

# Maje visibility

#CROSS-MEDIA EVENT PROMOTION PRINT

CLASSIC ADS

EDITORIAL

3 to 4 SPQ before every concert in ELLE

2 SPQ after the concert tour in ELLE

SPQ in Paris Match and news format in JDD

Double page editorial with

photos and interviews of the artists for every

concert

#CROSS-MEDIA EVENT PROMOTION WEB

DEDICATED CO-BRANDED SPACE

Artist interviews, photos, forums, videos and a competition section...

PREMIUM AND SPECIAL ONLINE FORMATS

EDITORIAL ONLINE SUPPORT

NEWSLETTER

Interstitials and fixed button

Reviews after the concerts: articles + photos

100% dedicated to ELLE en Scène

#CROSS-MEDIA EVENT PROMOTION

MINI SITE ON VIRGINRADIO.FR

WEB

EXTRA AD AND EDITORIAL CONTENT ON VIRGINRADIO.FR AND PREMIERE.FR

Including premium formats linked to the mini site (slideshow, rectangles…).

CLASSIC FORMATS ON PREMIERE.FR

#CROSS-MEDIA EVENT PROMOTION SOCIAL NETWORKS

DEDICATED FACEBOOK PAGE BUZZ ON ELLE’S FACEBOOK PAGE

POSTS ON ELLE’S FORUM

#CROSS-MEDIA EVENT PROMOTION RADIO

CLASSIC PROMOTIONAL CAMPAIGN

ELLE EN SCENE 1.mp3

On the national Virgin Radio station and on local VR stations, depending on the location of the concert

#CROSS-MEDIA EVENT PROMOTION MOBILE

DEDICATED MOBILE APP

MOBILE ADS

Presentation of the event and the artists with videos and

playlists

Interstitials and banners linked to the dedicated app

#CROSS-MEDIA EVENT PROMOTION ON THE GROUND

- Decoration of the concert venue in the Maje colour scheme

- Concert tickets (VIP) offered to Maje

- Distribution of Maje bags and t-shirts

- Presence of a dedicated Maje hostesse

- Maje logo featured on event invites

- Cocktails for ELLE and Maje guests

+ Info about the event and the artist delivered to our partners, to be posted on their websites (ELLE articles, photos, interviews, videos…)

#ONLINE & MOBILE COMPETITION

ONLINE COMPETITION SECTION

MOBILE COMPETITION SECTION

On the dedicated online space On the dedicated mobile

app

PROMOTION OF THE COMPEITION

Emails sent to RFM & Virgin Radio contact lists

Promotion via the newsletter and via social networks

TO WIN TICKETS TO MEET THE ARTISTS…

#BRAND CAMPAIGN

PRINT ADVERTISING ONLINE PREMIUM FORMATS

Double Pages in ELLE, 100% dedicated to Maje

- Homepage takeover of ELLE.fr- Exclusive takeover of the newsletter- Exclusive takeover of the dedicated space - Rectangles

Double-page spread in ELLE which is 100% dedicated to Maje

FOR MORE INFORMATION

PLEASE CONTACT:

The Integrated Solutions Department+33 1 41 34 87 39