Air France ad campaigns cover over 80 countries in many languages. Those attempting to hijack the brand name are often regional or local players, or affiliates - strictly forbidden from using the brand name or its derivatives to their own profit - trying to find ways around the mandates of the Air France acquisition teams.

Keyade identified several surveillance focus areas: - cover over 80 Google country domains - the languages for each domain - dates and times observed - geolocation- the presence or absence of the Air France brand in the advertisement itself (forbidden by Google)

The analysis must meet the needs of a variety of Air France teams: The marketing team must control the message to consumers, while the acquisition team manages costs and revenues. Local teams are interested in following the aggressive tactics adopted by competitors in their country in order to evaluate their impact on sales. Lastly, the company's legal department needs concrete evidence should it need to take action.

GLOBAL SURVEILLANCE

CHALLENGE

Air France is the second largest airline in Europe, with 77.4 million passengers carried in 2012. The company successfully attracts consumers to its brand and products through frequent online and offline ad campaigns.

Being a powerful brand means it is also much coveted. Since September 2010, at which time Google opened up the purchasing of brand names as keywords on its search engine, other players in the market frequently attempt to position themselves on the "air france" keyword. These players, be they affiliates, distributors or competitors, hope to benefit from the highly qualified traffic generated by this keyword to drive their own sales. While exact estimates are difficult to come by, it's clear that losing control of their brand name exacts a heavy toll on the airline in terms of lost revenue.

To remedy this, Air France turned to Keyade, which already managed its paid search campaigns, to find solutions that would allow it to gain more control over purchases of its brand name online.

PROTECT AN ICONIC BRAND

MISSION

AIR FRANCE TAKES CONTROL OFITS BRAND AND MONITORS ITS PERFORMANCE ON GOOGLE

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris, FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

Air France is the second largest airline in Europe, with 77.4 million passengers in 2012. The airline serves 230 destinations in 113 countries. With an online turnover of more than 2 billion euros in 2012, it is one of the leading French companies on the internet.

65 COUNTRIES CONTINUOUSLYTESTED AND MONITORED

RESULTSGREATER CONTROL OVER THE BRAND'S IMAGE

The impact of the Keyade tool manifest both at the advertising and financial levels. Air France has established better control over its brand by means of highly specific information about third parties misusing the brand name for their own purposes.

The brand keyword purchased on Google acts as a major catalyst for the company's offline ad campaign investments. By continuously monitoring its brand, Air France now has the means to prevent other players from piggybacking on its global marketing efforts.

Air France has been using the tool daily since it was first launched on March 26, 2013. Those misusing or hijacking its brand name can now be identified. Each week, the acquisition team generates a report on the ten most affected markets. It periodically sends the information it collects to Google, along with proof of fraudulent activity, allowing the latter to take appropriate action. For their part, the company's legal teams send formal cease and desist notices to the concerned third parties, to prevent infractions from reoccurring.

SOLUTIONDEVELOP A BRAND SURVEILLANCE TOOL

To meet Air France's request, and after studying the existing tools on the market, Keyade decided to develop its own technological solution. This new tool monitors the brand continuously, in all concerned markets, and in all languages. Geotagged web searches are performed randomly, and fraudulent ads are identified and analyzed.

The tool's intuitive interface displays results in realtime, and lets users play with the data according to their specific needs. The software allows the Air France acquisition team to identify and report observed instances of hijacking of its brand on a particular Google platform. Screenshots, captured automatically by the software, provide the company with proof of these abuses.

AIR FRANCE TAKES CONTROL OFITS BRAND AND MONITORS ITS PERFORMANCE ON GOOGLE