Major internationally recognized groups have made it their “trademark.” In 2008, the multinational company STARBUCKS COFFEE launched its street marketing operation in Paris, with a transaction based on civic-mindedness. The concept: to alert drivers who left their coffee cup on the roof of their car. In return, the person alerting the motorist received a coupon for a free coffee.
More recently, the clothing brand DIESEL also chose this technique for the launch of its “BE STUPID” campaign. Before broadcasting television commercials, the group tried to get noticed by creating graffiti on the sidewalks of the capital. Their strategy: to target locations where their core audience, trendy urban youths, were likely to walk, near their stores and the points of sale for their collections.
It is true that it is generally large cities like Paris or Lyon, as well as English-speaking countries, that are the focus of these operations. Why is this strategy not developing on the Côte d’Azur which, however, benefits from “key cities” such as Cannes, Monaco, Antibes, or Nice?
