{"id":84737,"date":"2026-07-03T11:09:04","date_gmt":"2026-07-03T09:09:04","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=84737"},"modified":"2026-07-03T11:09:49","modified_gmt":"2026-07-03T09:09:49","slug":"91-dappreciation-pour-la-campagne-personnalisee-multi-locale-dallianz","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/91-dappreciation-pour-la-campagne-personnalisee-multi-locale-dallianz\/","title":{"rendered":"91% d\u2019appr\u00e9ciation pour la campagne personnalis\u00e9e multi locale d\u2019Allianz"},"content":{"rendered":"<h3 style=\"text-align: center;\"><strong>91% d\u2019appr\u00e9ciation pour la campagne personnalis\u00e9e multi locale d\u2019Allianz\u00a0: quand la contextualisation publicitaire transforme aussi la mesure d\u2019iligo.\u00a0<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<h4><strong>238 cr\u00e9ations personnalis\u00e9es, une campagne pens\u00e9e pour chaque territoire<\/strong><\/h4>\n<p>De plus en plus de marques adaptent leurs campagnes en fonction du lieu o\u00f9 elles sont diffus\u00e9es. L&rsquo;objectif ? Rendre leurs messages plus proches et plus percutants.<\/p>\n<p>&nbsp;<\/p>\n<p>C&rsquo;est le choix qu&rsquo;a fait Allianz avec une campagne diffus\u00e9e dans 238 villes fran\u00e7aises diff\u00e9rentes, avec pour chaque ville, sa cr\u00e9ation publicitaire adapt\u00e9e.<\/p>\n<p>&nbsp;<\/p>\n<p>Ainsi, au total, 238 cr\u00e9ations personnalis\u00e9es ont \u00e9t\u00e9 imagin\u00e9es. Entre jeux de mots, r\u00e9f\u00e9rences locales et clins d&rsquo;\u0153il \u00e0 la ville : chaque affichage a \u00e9t\u00e9 pens\u00e9 pour parler localement.<\/p>\n<h4><strong>82% des Fran\u00e7ais remarquent une adaptation \u00e0 leur ville<\/strong><\/h4>\n<p>Quand une campagne change d&rsquo;une ville \u00e0 l&rsquo;autre, il semble logique que sa mesure s&rsquo;adapte \u00e9galement.<\/p>\n<p>iligo a ainsi mis en place une \u00e9tude multilocale pour mesurer l\u2019efficacit\u00e9 de la campagne et l\u2019apport de la personnalisation multilocale \u00e0 la marque.<\/p>\n<p>&nbsp;<\/p>\n<p>Concr\u00e8tement, l\u2019\u00e9chantillon de r\u00e9pondants \u00e9tait constitu\u00e9 d\u2019habitants de diff\u00e9rentes villes et chacun \u00e9tait interrog\u00e9 sur la cr\u00e9ation publicitaire r\u00e9ellement diffus\u00e9e dans sa localit\u00e9 (en PDOOH). Les Lyonnais jugeaient ainsi la cr\u00e9ation lyonnaise, les Bordelais, la cr\u00e9ation bordelaise, etc.<\/p>\n<p>&nbsp;<\/p>\n<p>Cette m\u00e9thode multilocale permet d&rsquo;\u00e9valuer la campagne au plus pr\u00e8s de la r\u00e9alit\u00e9. Et les r\u00e9sultats parlent d&rsquo;eux-m\u00eames : 82% des personnes interrog\u00e9es ont remarqu\u00e9 que le message faisait r\u00e9f\u00e9rence \u00e0 leur ville et ont ainsi compris la personnalisation recherch\u00e9e par la marque.<\/p>\n<h4><strong>91% appr\u00e9cient la personnalisation de la campagne <\/strong><\/h4>\n<p>Remarqu\u00e9e et appr\u00e9ci\u00e9e, cette personnalisation, via sa contextualisation locale, a permis d\u2019optimiser l\u2019attention, la perception de pertinence et les KPIS de marque.<\/p>\n<p>&nbsp;<\/p>\n<p>Au-del\u00e0 des performances quantitatives, les r\u00e9sultats de notre \u00e9tude Brand Lift Multilocale a permis de comparer l\u2019efficacit\u00e9 au niveau local et de souligner que les performances de marque \u00e9taient optimis\u00e9es d\u00e8s lors que l\u2019humour et la proximit\u00e9 \u00e9taient mieux mises en avant en termes cr\u00e9atifs.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Mesurer chaque campagne dans son contexte\u00a0: un pr\u00e9requis d\u2019iligo, qui a su, pour Allianz, adapter sa mesure Brand Lift en multi local. <\/strong><\/h4>\n<p>Ces r\u00e9sultats montrent que les adaptations locales sont bien per\u00e7ues par le public. Ils montrent aussi l&rsquo;int\u00e9r\u00eat d&rsquo;une mesure adapt\u00e9e \u00e0 la campagne. En \u00e9valuant chaque cr\u00e9ation dans son contexte r\u00e9el de diffusion, iligo est capable de fournir des r\u00e9sultats plus pr\u00e9cis et plus repr\u00e9sentatifs de l\u2019exp\u00e9rience v\u00e9cue par la cible.<\/p>\n<p>&nbsp;<\/p>\n<p>Cette \u00e9tude confirme une id\u00e9e simple : pour bien mesurer une campagne, il faut tenir compte de son contexte de diffusion, ici sa dimension multilocale.<\/p>\n<p>&nbsp;<\/p>\n<p>C&rsquo;est une approche qu&rsquo;iligo applique d\u00e9j\u00e0 dans d&rsquo;autres \u00e9tudes, par exemple sur l&rsquo;impact de l&rsquo;environnement \u00e9ditorial de campagnes. Qu&rsquo;il s&rsquo;agisse du support sur lequel une publicit\u00e9 est diffus\u00e9e ou de la ville dans laquelle elle est vue, le contexte a son importance.<\/p>\n<p>&nbsp;<\/p>\n<p>En adaptant ses m\u00e9thodologies \u00e0 chaque campagne, iligo apporte aux annonceurs une mesure plus juste, plus pr\u00e9cise et des r\u00e9sultats au plus proche de l&rsquo;exp\u00e9rience v\u00e9cue par les consommateurs.<\/p>\n<h4><strong>M\u00e9thodologie\u00a0: <\/strong><\/h4>\n<p>Campagne diffus\u00e9e chaque week-end du 3 juillet au 2 ao\u00fbt 2026, ainsi que pendant le pont du 14 juillet en gare (via Mediatransports). Mesures multilocales effectu\u00e9es online d\u00e8s la fin du dispositif.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>91% d\u2019appr\u00e9ciation pour la campagne personnalis\u00e9e multi locale d\u2019Allianz\u00a0: quand la contextualisation publicitaire transforme aussi la mesure d\u2019iligo.\u00a0 &nbsp; 238 cr\u00e9ations personnalis\u00e9es, une campagne pens\u00e9e pour chaque territoire De plus en plus de marques adaptent [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":84738,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,400],"tags":[],"class_list":["post-84737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-iligo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iligo - 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