Promotional feature

How personification helped French giant Bouygues Telecom promote its Sustainable Smartphone program

How personification helped French giant Bouygues Telecom promote its Sustainable Smartphone program

The campaign leveraged personas to identify audience interests, which helped lead to results above market standards.

To promote its Sustainable Smartphone Solutions program, Bouygues Telecom set up a multi-lever campaign, encompassing the press, television and digital. For the latter, the French operator sought to leverage an advertising technology capable of identifying its target audience and engaging them on their smartphones without collecting any personal data.

Leveraging personas to identify audience interests

Throughout this campaign, which ran from February to May 2022, the telecommunications operator implemented a number of digital activations alongside its agency Blue449 (Publicis Group). In addition to other players, the brand called on Ogury, the global leader in personified advertising, to identify the target audience and engage it with fully on-screen video ad formats, where 100% of the pixels are in view for the entire ad duration, all without resorting to data collection or intrusive tracking.

To do so, Ogury leveraged its Personified Advertising technology, which is based on personas and the destinations where they consume content, instead of the individual users themselves. This targeting allowed Bouygues Telecom to accurately determine the habits and behaviors of their target users — including those with a strong interest in ethical consumption, refurbished smartphones and in-store repair programs.

Using fully on-screen engaging formats

Campaign outreach was conducted in three phases. Phases one and two took place one month apart, during which a number of impactful mobile video ads were broadcasted to raise awareness of Bouygues Telecom’s new Sustainable Smartphone Solutions program. The third phase was designed to support the previous video branding phases with display activations around that same theme, deployed to generate traffic on the brand's website.

These complementary formats (i.e., video branding and display) enabled Bouygues Telecom to increase awareness of the four components of their program: repair, refurbishment, recycling and trade-in. Thanks to accurate targeting that respects consumer privacy and engaging formats, the operator achieved conclusive results, with consumers actively inquiring about these offers following their exposure to the advertising messages set up by Ogury.

Achieving results that are above market standards

To analyze the results of this video campaign, Ogury used the fully on-screen rate for 50% duration, a metric that relies on 100% of pixels being in view for at least half of the video duration. This new metric is available through all major third-party measurers and goes beyond the traditional video completion rate (VCR), which, although an advertiser favorite, can be misleading. This is especially true on mobile when users scroll down a page, effectively moving the video ad, which will continue to play while only partially on screen or completely below the waterline.

The two video branding phases generated an average of 75% for the fully on-screen rate for 50% duration, with impressions 100% viewable on screen for at least 7.5 seconds, and an average VCR of 77%. The advertising campaign delivered a CTR superior to 5%, with nearly one minute spent by mobile users on the Bouygues Telecom website. Moreover, this campaign achieved +90% visibility according to MRC standards and an outstanding ad recall, with an uplift of over 34 points.

"As we enter the era of cookieless and ID-less advertising, we are very keen on solutions like Ogury that allow us to both engage the right audience with precision and deliver impactful messages through innovative, high-visibility, and sustainable advertising formats," shared Anne Pézard-Alix, head of branding and B2B at Bouygues Telecom.

About Ogury

Ogury, the global leader in personified advertising, has created a breakthrough advertising engine that delivers comprehensive audience interests, brand performance, privacy protection, and sustainability within one technology stack, built and optimized for mobile. Advertisers working with Ogury benefit from fully visible impactful ads, future-proof targeting and unwavering protection. Publishers enjoy the rewards of a respectful user experience, incremental revenues and premium demand with Ogury’s solutions. Founded in 2014, Ogury is a global organization with 500+ people, including 100 engineers across 17 countries.

About Bouygues Telecom

A global communications operator, Bouygues Telecom stands out by bringing the best of technology to its 27.1 million customers every day. The quality of its 5G and 4G networks, which now cover 99% of the population, and its landline and Cloud services enable its customers to enjoy their personal and professional digital lives fully and easily, wherever they are. Through its business division, Bouygues Telecom supports professionals and businesses in the widespread adoption of landline and mobile broadband, and new practices such as unified communication and corporate mobility services. Today, Bouygues Telecom's 5G network provides coverage to nearly 10,000 municipalities and more than 6 out of 10 inhabitants.

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