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Le lancement de Coco Sweet (groupe Bénéteau) confié a Publicis Activ - Com&Médias l'actualité de la communication, du marketing, du digital et des médias
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Le lancement de Coco Sweet (groupe Bénéteau) confié a Publicis Activ

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La division « Habitat de Loisir » du groupe Bénéteau vient de confier à Publicis Activ (Nantes) la communication du lancement de Coco Sweet, un nouveau concept d’habitat de loisir à louer dans les campings. Imaginé comme une alternative aux solutions d’hébergement classiques, « CocoSweet constitue une offre intermédiaire, plus abordable que le mobil-home et plus confortable que la tente », selon ses promoteurs. En écho avec le côté innovant, le territoire de communication proposé par Publicis Activ repose sur la création d’un langage « à part » et la mise en scène du produit comme le héros des messages. La phase 1 du lancement se concentre en 2014 sur la communication à destination des professionnels (gestionnaires de campings) avec une vidéo, un site Internet, des outils d’aide à la vente (application tablettes) et de l’édition.

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