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{"id":266059,"date":"2022-04-04T15:26:17","date_gmt":"2022-04-04T14:26:17","guid":{"rendered":"https:\/\/www.cometmedias.com\/?p=266059"},"modified":"2022-04-07T11:06:01","modified_gmt":"2022-04-07T10:06:01","slug":"codes-rousseau-une-chaine-twitch-pour-seduire-les-jeunes","status":"publish","type":"post","link":"https:\/\/cm-dev.enjoyb.fr\/codes-rousseau-une-chaine-twitch-pour-seduire-les-jeunes\/","title":{"rendered":"Codes Rousseau. Une cha\u00eene Twitch pour s\u00e9duire les jeunes"},"content":{"rendered":"\n
\"Sophie
Sophie Onfroy anime la cha\u00eene Twitch des Codes Rousseau.
<\/figcaption><\/figure>\n\n\n\n

La cha\u00eene Twitch des Codes Rousseau<\/a> a trouv\u00e9 son public. Plus de 11 000 jeunes y sont d\u00e9j\u00e0 abonn\u00e9s. Pour se former au code de la route, les \u00e9l\u00e8ves se connectent gratuitement \u00e0 cette plateforme de vid\u00e9o en streaming. Jusqu\u2019\u00e0 trois fois par semaine. Au micro, une animatrice lance des quiz : un test en forme de \u00ab\u00a0petit bac\u00a0\u00bb, un autre o\u00f9 il faut miser des jetons virtuels sur les r\u00e9ponses aux QCM, etc. En fin de jeu, un classement s\u2019affiche. Autour d\u2019elle, 80 jeunes participent et dialoguent sur le chat pendant 1h30 de live.
<\/p>\n\n\n\n

Apprendre le code en s\u2019amusant<\/strong><\/h2>\n\n\n\n

\u00ab Le code reste souvent consid\u00e9r\u00e9 comme quelque chose de p\u00e9nible. Avec cette cha\u00eene Twitch, on montre qu\u2019on peut aussi s\u2019amuser en apprenant \u00bb<\/em>, explique Cl\u00e9mence Terrasse, directrice marketing et communication des Codes Rousseau. Sur Twitch, l\u2019animatrice r\u00e9agit \u00e9galement aux questions des jeunes. Peut-on refaire un focus sur les ronds-points? Comment savoir si je suis vraiment pr\u00eat pour l\u2019examen?  Etc.<\/p>\n\n\n\n

Travaillant en B2B pour les auto-\u00e9coles, les Codes Rousseau offrent d\u00e9j\u00e0 un site web o\u00f9 les \u00e9l\u00e8ves de leurs clients peuvent s\u2019entra\u00eener \u00e0 l\u2019examen. Twitch ne remplace toutefois pas l\u2019outil mais offre un plus. Illustration avec le questionnaire de rapidit\u00e9 sur le sens des panneaux de signalisation, propos\u00e9 par exemple lors de sessions en streaming. \u00ab Au permis de conduire, ce type de question a quasi disparu, mais il faut conna\u00eetre ces panneaux pour r\u00e9pondre \u00e0 des questions complexes le jour de l\u2019examen \u00bb,<\/em> commente Cl\u00e9mence Terrasse. <\/p>\n\n\n\n

Gagner en notori\u00e9t\u00e9 aupr\u00e8s des 18-34 ans<\/strong><\/h2>\n\n\n\n

Pourquoi miser sur Twitch? \u00ab Twitch aide \u00e0 combler notre d\u00e9ficit d\u2019image aupr\u00e8s des plus jeunes \u00bb<\/em>, r\u00e9pond Cl\u00e9mence Terrasse. Pour rappel, \u00ab plus de 50% des utilisateurs du r\u00e9seau ont entre 18 et 34 ans \u00bb<\/em> et \u00ab 25% entre 13 et 18 ans \u00bb<\/em>, note Anne-Sophie Letard, qui pilote le projet. Un outil important pour la soci\u00e9t\u00e9 des Sables d\u2019Olonne (86 salari\u00e9s, 18M\u20ac de CA), qui jouit d\u00e9j\u00e0 d\u2019une bonne r\u00e9putation aupr\u00e8s des parents.<\/p>\n\n\n\n

L\u2019op\u00e9ration t\u00e9moigne aussi d\u2019une strat\u00e9gie de com\u2019 ax\u00e9e grand public. Car depuis 5 ans, la cible ne se limite plus aux seuls professionnels. \u00ab L\u2019objectif \u00e9tant de ramener des clients chez nos auto-\u00e9coles de proximit\u00e9, afin de concurrencer les auto-\u00e9coles en ligne qui disposent de budgets com\u2019 tr\u00e8s cons\u00e9quents. Il fallait faire parler de nous de fa\u00e7on diff\u00e9rente, avec un budget plus restreint \u00bb<\/em>, contextualise la directrice marketing des Codes Rousseau.<\/p>\n\n\n\n

Une campagne TV avec The Links<\/strong><\/h2>\n\n\n\n

Autre levier de communication, l\u2019entreprise s\u2019appr\u00eate \u00e0 diffuser un spot de 30 secondes sur TF1 en mai-juin et en septembre, via une publicit\u00e9 segment\u00e9e qui ciblera les parents d\u2019enfants en \u00e2ge de passer le permis. Cette campagne de promotion des auto-\u00e9coles membres du \u00ab Club Rousseau \u00bb sera r\u00e9alis\u00e9e avec The Links, qui accompagne l\u2019entreprise vend\u00e9enne dans sa strat\u00e9gie m\u00e9dias depuis 2019.<\/p>\n\n\n\n

\u00c0 noter que la firme vend\u00e9enne n\u2019abandonne pas le papier pour autant. Avec 400.000 exemplaires vendus par an, son code de la route version papier figure toujours \u00ab dans le top 10 \u00bb des ventes de livres en France.<\/p>\n\n\n\n

www.twitch.tv\/codes_rousseau<\/a><\/p>\n\n\n\n

\n
Cette info vous a plu ? Abonnez-vous<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

La cha\u00eene Twitch des Codes Rousseau a trouv\u00e9 son public. Plus de 11 000 jeunes y sont d\u00e9j\u00e0 abonn\u00e9s. Pour […]<\/p>\n","protected":false},"author":140978234,"featured_media":266066,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[29],"tags":[],"yoast_head":"\nCodes Rousseau. Une cha\u00eene Twitch pour s\u00e9duire les jeunes - Com&M\u00e9dias l'actualit\u00e9 de la communication, du marketing, du digital et des m\u00e9dias<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cometmedias.com\/codes-rousseau-une-chaine-twitch-pour-seduire-les-jeunes\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Codes Rousseau. 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