{"id":32420,"date":"2016-06-07T00:09:16","date_gmt":"2016-06-07T04:09:16","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=32420"},"modified":"2016-06-22T08:31:16","modified_gmt":"2016-06-22T12:31:16","slug":"lancement-de-la-campagne-danactive-de-danone-signee-saint-jacques-vallee-yr","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/lancement-de-la-campagne-danactive-de-danone-signee-saint-jacques-vallee-yr\/","title":{"rendered":"Lancement de la campagne DanActive de Danone, sign\u00e9e Saint-Jacques Vall\u00e9e Y&#038;R"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\" style=\"color: #000080; font-size: 20px;\">Le 7 juin 2016 &#8211; C\u2019est cette semaine qu\u2019est lanc\u00e9e la version canadienne de la campagne internationale DanActive. La campagne s\u2019installera principalement dans les march\u00e9s de Montr\u00e9al, Toronto et Calgary pour la saison estivale.<\/span><\/p>\n<p class=\"p1\"><img loading=\"lazy\" class=\"aligncenter wp-image-32421 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/06\/danactive-staystrong.jpg\" alt=\"danactive-staystrong\" width=\"330\" height=\"330\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\">La nouvelle campagne DanActive cible et joint les consommateurs avec un message de r\u00e9silience positive. Que ce soit par de l\u2019affichage, de la publicit\u00e9 t\u00e9l\u00e9vis\u00e9e, des vid\u00e9os web ou des strat\u00e9gies m\u00e9dias sociaux, la campagne interpelle les gens dans des moments moches, difficiles ou tendus pour les encourager \u00e0 faire preuve de r\u00e9silience. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">En ce sens, le mot-clic officiel de la campagne est aussi le slogan soit #BRAVEZLAJOURN\u00c9E (en fran\u00e7ais) et #STAYSTRONG (en anglais).<\/span><\/p>\n<p class=\"p1\"><img loading=\"lazy\" class=\"aligncenter wp-image-32422 \" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2016\/06\/danactive-staystrong-1.png\" alt=\"danactive-staystrong-1\" width=\"344\" height=\"203\" \/><\/p>\n<blockquote>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 16px;\">Nous sommes particuli\u00e8rement fiers de la nouvelle campagne DanActive. Bien qu\u2019elle s\u2019inspire de l\u2019initiative internationale, nous avons su la rendre bien unique, \u00a0\u00e0 la saveur des Qu\u00e9b\u00e9cois. Cette campagne divertissante et innovatrice s\u2019inspire des toutes nouvelles tendances en mati\u00e8re de marketing et de m\u00e9dias sociaux afin de mettre de l\u2019avant DanActive, ce d\u00e9licieux yogourt \u00e0 boire, d\u2019une nouvelle fa\u00e7on\u00bb, a d\u00e9clar\u00e9 Genevi\u00e8ve Bolduc, Senior Brand Manager pour Danone.<\/span><\/p>\n<\/blockquote>\n<p class=\"p1\">Des personnalit\u00e9s connues ont \u00e9t\u00e9 mises \u00e0 contribution. L\u2019humoriste J\u00e9r\u00e9my Demay et le groupe musical britannique Stay Strong Brothers, groupe cr\u00e9\u00e9 sp\u00e9cialement pour la campagne mondiale de DanActive, se pr\u00eatent au jeu avec grand plaisir.<\/p>\n<blockquote>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 16px;\">DanActive utilise l\u2019humour pour d\u00e9velopper le th\u00e8me principal de sa campagne qui est la r\u00e9silience. Malgr\u00e9 les petits et grands d\u00e9fis du quotidien, DanActive invite les gens \u00e0 demeurer positifs, \u00e0 c\u00e9l\u00e9brer les surprises et \u00e0 foncer pour d\u00e9velopper leur authenticit\u00e9 \u00bb, a ajout\u00e9 Genevi\u00e8ve Bolduc.<\/span><\/p>\n<\/blockquote>\n<h2 class=\"p1\"><span style=\"font-size: 24px; color: #000080;\">Plus en d\u00e9tails<\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">La campagne DanActive s\u2019exprime en musique avec l\u2019\u00e9criture de <a href=\"https:\/\/www.youtube-nocookie.com\/channel\/UCeeSCdKnM5_WguFD07lBFlQ\" target=\"_blank\">plusieurs chansons originales<\/a> en fran\u00e7ais et en anglais.<\/span><\/p>\n<p class=\"p1\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/1-u8Hd_lka0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p1\"><span class=\"s1\">Pour le volet petit \u00e9cran, la campagne s\u2019est associ\u00e9e \u00e0 des \u00e9missions de t\u00e9l\u00e9vision o\u00f9 la r\u00e9silience est mise de l\u2019avant. Par exemple, des partenariats avec les \u00e9missions The Big Bang Theory \u00e0 CTV et Les Beaux Malaises \u00e0 TVA ont \u00e9t\u00e9 \u00e9tablis.\u00a0 <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Au Qu\u00e9bec seulement, en collaboration avec RDS, la campagne DanActive a instaur\u00e9 la nomination du \u00abjoueur r\u00e9silient du match\u00bb chez les\u00a0\u00e9quipes de sport professionnel.\u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Les gens doivent sans aucun doute faire preuve de r\u00e9silience positive dans les transports et c\u2019est pourquoi l\u2019affichage de la campagne se hisse principalement en bordure de voies rapides, dans les stations de m\u00e9tro, en derri\u00e8re d\u2019autobus et \u00e0 Calgary seulement, sur les wagons de trains.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Pour le volet num\u00e9rique, un <a href=\"http:\/\/www.danactive.ca\/fr\" target=\"_blank\">site web<\/a>\u00a0ainsi que trois comptes m\u00e9dias sociaux ont \u00e9t\u00e9 cr\u00e9\u00e9s sur\u00a0<a href=\"https:\/\/www.facebook.com\/DanActive-1013758555377821\/?fref=ts\" target=\"_blank\"><span class=\"s2\">Facebook<\/span><\/a>, <a href=\"https:\/\/twitter.com\/DanActiveCA\"><span class=\"s2\">Twitter<\/span><\/a> et <a href=\"https:\/\/www.youtube-nocookie.com\/channel\/UCeeSCdKnM5_WguFD07lBFlQ\"><span class=\"s2\">YouTube<\/span><\/a> sp\u00e9cialement pour l\u2019initiative. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">L\u2019\u00e9quipe des m\u00e9dias sociaux DanActive se r\u00e9unira quotidiennement afin d\u2019identifier au Canada des situations d\u2019actualit\u00e9 o\u00f9 la r\u00e9silience positive pourrait \u00eatre de mise. La campagne DanActive innove et applique le concept de marketing en temps r\u00e9el (<i>real-time marketing<\/i>) et de marketing personnalis\u00e9 (<i>one-to-one marketing<\/i>) au niveau des m\u00e9dias sociaux.<\/span><\/p>\n<h3 class=\"p1\"><span style=\"font-size: 20px; color: #000080;\">Cr\u00e9dits<\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\">Annonceur : Danone Canada \u2013 DanActive<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Agence : Saint-Jacques Vall\u00e9e Y&amp;R<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">R\u00e9alisation : Y&amp;R Global<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Postproduction : Cin\u00e9lande<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Son\/Musique : Apollo<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Digital : Carl\u00a0<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">M\u00e9dia : Carat<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Relations publiques\u00a0: Danone Canada et Le Cabinet de relations publiques NATIONAL<\/span><\/p>\n<p class=\"p1\">\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_32420\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/lancement-de-la-campagne-danactive-de-danone-signee-saint-jacques-vallee-yr\/\"  data-item_title=\"Lancement de la campagne DanActive de Danone, sign\u00e9e Saint-Jacques Vall\u00e9e Y&amp;R\"  data-item_date=\"2016-06-07T00:09:16-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>La version canadienne de la campagne internationale DanActive est lanc\u00e9e aujourd&rsquo;hui. Sign\u00e9e Saint-Jacques Vall\u00e9e Y&#038;R, elle s\u2019installera principalement \u00e0 Montr\u00e9al, Toronto et Calgary pour la saison estivale.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_32420\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/lancement-de-la-campagne-danactive-de-danone-signee-saint-jacques-vallee-yr\/\"  data-item_title=\"Lancement de la campagne DanActive de Danone, sign\u00e9e Saint-Jacques Vall\u00e9e Y&amp;R\"  data-item_date=\"2016-06-07T00:09:16-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":23,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[117],"tags":[186,1176],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/32420"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=32420"}],"version-history":[{"count":4,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/32420\/revisions"}],"predecessor-version":[{"id":32885,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/32420\/revisions\/32885"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=32420"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=32420"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=32420"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}