Our company’s health is conditioned on delivering results.
The My Media touch serving the expert’s hand
With more than 35 years’ experience in the field of automobile equipment and maintenance, Feu Vert is the European leader in its market with nearly 400 auto centres in Europe, including more than 300 in France.
In 2011, in competition with Carat and Mindshare, My Media was entrusted with the brand’s global advertising space purchasing budget, as well as its entire on and offline media strategy.
Our market plan was structured around a multichannel strategy going up to 2015, aimed at acquiring customers and becoming the reference brand in specialist automobile retailing, up against traditional manufacturers with a large media presence.
This ambitious objective required an aggressive and distinctive advertising campaign supported by two key elements: a powerful promise – accessibility, advice, competitive prices whilst maintaining the manufacturer’s guarantee – and a powerful market position “Feu Vert, la patte de l’expert” (“Feu Vert, the expert’s hand”).
The basis of our national campaign was a combination of television and Internet advertising, centred on an annual sales action plan that was aimed at developing sales, in centres and on site, and increasing the brand’s visibility and attractivity.
In 2012, for the 7th consecutive year, Feu Vert maintained its position as the best-known auto centre brand in France with 96% of global customer awareness.