Title	PARADISKI YUGE, A NEW PERSONALISED SKIING EXPERIENCE
Brand	PARADISKI
Product/Service	PARADISKI YUGE
Category	A03. Creative Data Client Strategy
Entrant	FULLSIX Levallois-Perret, FRANCE
Idea Creation	FULLSIX Levallois-Perret, FRANCE
Idea Creation 2	SOCIéTé D'EXPLOITATION DE LA PLAGNE Aime, FRANCE
Idea Creation 3	LES ARCS DOMAINE SKIABLE Aime, FRANCE
Idea Creation 4	FULLSIX Levallois-Perret, FRANCE

Name	Company	Position
Olivier Chartier	Fullsix	Global Creative director
Emmanuel François-Eugène	Fullsix	Creative director
Elric Petit	Fullsix	Creative director
Aurélien Valluet	Fullsix	Creative director
Tania Sarasadeghian	Fullsix	Artistic director
Guillaume Rauturier	Fullsix	Copywriter
Adeline Laurans	Fullsix	Layout artist
Patricia Therrachon	Fullsix	Layout artist
Alexandre Jaillette	Fullsix	Motion designer
Pierre Digonnet	Fullsix	Art director
Jean-Philippe Barray	Fullsix	Copywriter

The Campaign

A connected service composed of physical digital improvements on the station and an app, launched at the beginning of the ski season 2015/2016 The Big Data nature of this project is visible in: • The diversity of data: numerous sources of cold data coming from the Paradiski ecosystem, declarative data (ex: skiing with friends or family), contextual data (ex: weather, skiing conditions, waiting time at the ski lifts), browsing of the app data (browsing logs, with identification of the consulted categories), ski pass data. • A daily temporality for the cold data and in real time for the hot and contextual data • A testing period of the digitalisation of the route on the domain and a data/technical recipe phase of the data model • Already 150 000 users in 4 months and substantial volumes in events and stocked and structured logs. Several competencies and profiles were involved in the project: Tech: mobile developers, R&D product team, backend engineers Data: web analytics, data scientists Consultancy: Digital and CRM consultants Creation: Creative teams and UX UI consultants Experience: Paradiski teams

Within four months, 150 000 Paradiski skiers registered on the app. There are more than 10 000 daily users. 90% of the Paradiski YUGE skiers use the service once or more during their stay and 50% of them use it 10 times of more. 25% coupled the app with their ski app (action which will be simplified in the next steps) The first step of the project’s objective was to integrate information linked to the skiing activity on the domain. The next steps aim at enlarging YUGE’s scope to all the actors of the domain (communities, accommodation, restaurants…) and to create win-win partnerships. The enrichment of the app with other innovative digital services is planned for the season 2016/2017. This first step not being business-oriented, we are not able to provide you business impact figures for the moment.

Paradiski YUGE is composed of an app coupled to digital services on the Paradiski domain, turning it into the first digitalised ski resort in France. It was a real challenge: how could we connect the mountain to the skiers? YUGE is an innovative service with a massive technical challenge. To offer the best to its users, a large spectrum of competencies were required. Thanks to data and its innovative use of various sources, users receive entirely personalised recommendation. Cold data, hot and in real time data, contextual data, “4D Profile” data model to scan the characteristics of each client….

Paradiski YUGE is targeted at every holiday maker of the Paradiski domain. The services offered are useful to all level skiers: the regular skiers enjoy the performance tracking, families appreciate the photo/video displays on the trails to immortalise their descents while new-comers to the domain are able to localise themselves and their friends in real time. In order to make personalised recommendations to the skiers, the agency relied on data. To do so, the agency first realised an audit of the data gathered on the whole Paradiski ecosystem, the second step was to build the data model: the 4D Profile. The 4D Profile is a data model that scans the characteristics of each client: what’s his/her value, what he/she likes, what makes him/her react (persuasion/offer) and his/her way to interact (canal) with the brand. Every 4D Profile indicator is a marketing rule or the result of a predictive score model. (ex: engagement score, potential business score). On the app YUGE, this results in the personalisation of the content. Depending on the profile, the ski pass, the skiing experience, the navigation on the app, the contextual elements, personalised content is pushed in real time!