Title	ALPINE IS BACK
Brand	ALPINE
Product/Service	ALPINE AUTOMOTIVE
Category	A03. Cars & Automotive Products & Services
Entrant	HAVAS PARIS Puteaux, FRANCE
Idea Creation	HAVAS PARIS Puteaux, FRANCE
Production	HAVAS PARIS Puteaux, FRANCE
Production 2	HAVAS DIGITAL Puteaux, FRANCE

Name	Company	Position
CHRISTOPHE COFFRE	HAVAS PARIS	EXECUTIVE CREATIVE DIRECTOR
LUCAS MONGIELLO	HAVAS PARIS	CREATIVE DIRECTOR
EMILIE-SOLANGE GRUSON	ALPINE	CREATIVE DIRECTOR
ERIC HUC	HAVAS PARIS	BRAND EXPERIENCE CREATIVE DIRECTOR
VICTOR GIROD	HAVAS PARIS	DIGITAL ART DIRECTOR
CARINE PETIT	HAVAS PARIS	PRODUCTION DIRECTOR
VALERIE PLANCHEZ	HAVAS PARIS	BRAND DIRECTOR
ARNAUD DELEBECQUE	ALPINE	BRAND DIRECTOR

The Campaign

TO CREATE A WEBSITE THAT LOOKS LIKE A HAUT DE GAMME GLOSSY MAGAZINE AND GIVES AN EXHAUSTIVE VIEW OF ALPINE PERSONALITY TRAITS. THE HOME PAGE IS MEANT TO BE THE COVER OF THIS MAGAZINE. IT LOOKS LIKE A PATCHWORK THAT GIVES AN APPEALING VIEW OF THE CONTENT ON THE WEBSITE. TILL DECEMBER, THE CONTENT IS ORGANIZED IN 4 SECTIONS - HERITAGE: ALPINE DNA, HISTORY, THE MEN BEHIND THE BRAND, ALPINE SAVOIR-FAIRE ETC - “VISION:” INFORMATION ON THE NEW CONCEPT-CAR, ITS DESIGN, PERFORMANCE, GENESE ETC - MOMENTS: NEWS ON THE BRAND, EVENTS PARTICIPATION, ROAD TRIP ETC. - RACING: NEWS ON THE TWO RACING TEAMS TO ACCESS A SPECIFIC TOPIC THE USER WILL JUST HAVE TO CLICK ON THE NAVIGATION AND THE HOME PAGE WILL BE RECONSTRUCTED WITH THE TAG-RELATED CONTENT ONLY. AS THE WEBSITE SHOULD BE A MAGAZINE, ALL THE VISUAL ELEMENTS RECEIVE A SPECIFIC ARTISTIC TREATMENT: GRAPHIC, ILLUSTRATIONS, BEAUTY SHOTS...

Creative Execution

THE ALPINE WEBSITE HAS BEEN DEVELOPED USING WORDPRESS. THE WEBSITE IS OF COURSE RESPONSIVE AND HOSTED BY ONE OF RENAULT SERVICE PROVIDER, LINK BY NET. THE WEBSITE IS FOR THE MOMENT IN TWO LANGUAGES, FRENCH AND ENGLISH, AND WILL BE TRANSLATED SHORTLY IN GERMAN AND JAPANESE.

AS ALPINE IS NOT SELLING CARS YET, ACHIVEMENT AGAINST BUSINESS TARGETS IS NOT A RELEVANT KPI FOR THE MOMENT. LOOKING BACK AT THE RESULTS AFTER 7 MONTHS RUNNING (IT WAS OPENED IN FEBRUARY AND THE LAST RESULTS ARE IN AUGUST): - 130K UNIQUE VISITORS WENT TO THE WEBSITE - WE MANAGED TO REACH AN INTERNATIONAL AUDIENCE THAT COMES FROM OUR TOP PRIORITY MARKETS: FRANCE, US, GERMANY, UK, BELIGUM, NETHERLANDS, JAPAN - THE TOP THREE ORIGINS OF TRAFFIC IS: SEO, REFERRAL, DIRECT - OUR VISITORS UNDERSTAND THE MAGAZINE CONCEPT AS 70% OF OUR TRAFFIC COMES FROM RETURNING VISITORS VS 30% ARE NEW VISITORS - OUR VISITORS ENJOY READING AS THEY SPEND 1M38 ON AVERAGE ON THE WEBSITE - EVERY CONTENT POSTED ON SOCIAL MEDIA AIMING AT DRIVING TRAFFIC TO THE WEBSITE GENERATES ON AVERAGE ENGAGEMENT RATE OF 7%

ALPINE WEBSITE IS AT THE HEART OF ALPINE DIGITAL ECOSYSTEM. AS TWITTER AND INSTAGRAM WERE OPENED AND THE FACEBOOK PAGE OPTIMIZED, ALL SOCIAL MEDIA ACCOUNTS ARE MEANT TO TEASE AND APPEAL TO THE AUDIENCE IN ORDER TO DRIVE TRAFFIC TO THE WEBSITE WHERE THE ALPINE COMMUNITY IS AGREGATED. THIS IS THE PLACE TO BE. ALPINE COMMUNITY IS MADE OF BOTH HISTORICAL FANS AND NEW PREMIUM POTENTIAL BUYERS THAT WE ARE TRYING TO SEDUCE. EVERY CONTENT PRODUCED IS BASED ON OUR TARGET DIGITAL HABITS, MOSTLY MOBILE. USING THE WEB TO CONTEMPLATE PURE AESTHETIC CONTENT BUT ALSO ACCESS SHORT READ AND LONG READ ON SPECIFIC TOPICS THEY ARE INTERESTED IN. THE DIVERSITY OF ALPINECARS.COM CONTENT ECHOES THE DIVERSITY OF OUR TARGET: THEY ARE NOT ONLY SPORTS CARS FANS BUT ALSO ART AND DESIGN FANS, TECHNOLOGY & DIGITAL SAVY AND MOST OF ALL, THEY ARE AMBASSADORS OF A REFINED FRENCH ART DE VIVRE