{"id":20981,"date":"2021-12-27T11:43:11","date_gmt":"2021-12-27T10:43:11","guid":{"rendered":"https:\/\/brief.fr\/portfolio-brief\/?post_type=portfolio&p=20981"},"modified":"2023-05-04T14:17:13","modified_gmt":"2023-05-04T13:17:13","slug":"apf-france-handicap","status":"publish","type":"portfolio","link":"https:\/\/portfolio.brief.fr\/portfolio-brief\/portfolio\/apf-france-handicap\/","title":{"rendered":"APF France handicap – Campagne lib\u00e9ralit\u00e9s 2022"},"content":{"rendered":"

[vc_row equal_height=\u00a0\u00bbyes\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1641235070727{padding-top: 30px !important;padding-bottom: 30px !important;}\u00a0\u00bb][vc_column css=\u00a0\u00bb.vc_custom_1641285127338{background-color: #ffffff !important;}\u00a0\u00bb][vc_row_inner equal_height=\u00a0\u00bbyes\u00a0\u00bb content_placement=\u00a0\u00bbmiddle\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1641234710641{background-color: #ffffff !important;}\u00a0\u00bb][vc_column_inner el_class=\u00a0\u00bbportfolio-container-titre\u00a0\u00bb css=\u00a0\u00bb.vc_custom_1641378961812{background: #ffffff url(https:\/\/brief.fr\/portfolio-brief\/wp-content\/uploads\/2022\/01\/16-APF-Appli_bandeau.jpg?id=20983) !important;}\u00a0\u00bb][vc_column_text]<\/p>\n

APF France handicap<\/h1>\n

Campagne lib\u00e9ralit\u00e9s 2022<\/h2>\n

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Probl\u00e8me pos\u00e9<\/b><\/span><\/h3>\n

Dans\u00a0le cadre de sa nouvelle campagne Lib\u00e9ralit\u00e9s 2021, APF France handicap lance un appel d\u2019offres aupr\u00e8s de trois agences. Au nombre des probl\u00e8mes \u00e0 r\u00e9soudre\u00a0: faut-il diff\u00e9rencier la cible 50 \u00e0 68 ans de la cible 70 ans et +\u00a0? Faut-il parler du legs dans les deux cas ou bien axer une des campagnes sur l\u2019assurance-vie\u00a0? Le discours sur l\u2019autonomie et la libert\u00e9 de se d\u00e9placer, bien per\u00e7u, illustre un seul axe, un seul champ d\u2019action d\u2019APF France handicap. D\u2019autres champs d\u2019action comme \u00ab avoir la possibilit\u00e9 de travailler \u00bb ou encore \u00ab aller \u00e0 l\u2019\u00e9cole, se former, \u00e9tudier \u00bb sont peut-\u00eatre \u00e0 investiguer, car plus concrets.<\/p>\n

R\u00e9ponse<\/b><\/span><\/h3>\n

BRIEF a propos\u00e9 \u00e0 l\u2019association le parti pris suivant\u00a0:<\/p>\n

dans la phase d\u2019interpellation, n\u2019exploiter qu\u2019un seul axe de communication traduit par un message unique pour les deux cibles ; une projection d\u2019abord \u00e9motionnelle et attribuable aux b\u00e9n\u00e9ficiaires et \u00e0 la cause d\u00e9fendue par APF France handicap\u00a0; une option \u00ab\u00a0legs only\u00a0\u00bb en restant ouvert sur les autres lib\u00e9ralit\u00e9s\u00a0; l\u00e9gitimer le discours de marque par les preuves tangibles fournies dans les champs d\u2019actions. L\u2019effet attendu est de toucher \u00e0 la fois l\u2019\u00e9motion (la grandeur de l\u2019enjeu) et la raison (la r\u00e9alit\u00e9 de ce qui est v\u00e9cu et fait).<\/p>\n

Sur chaque annonce se trouve un QRcode,\u00a0 <\/span>qui renvoie \u00e0 une webapp, d\u00e9velopp\u00e9e par l\u2019agence.<\/b> L\u2019objectif : disposer d\u2019une occasion suppl\u00e9mentaire de demander la brochure et accrocher une cible plus jeune.<\/p>\n

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