Nicolas HalftermeyerDirector of Marketing & Communications

" The media strategy implemented with Keyade was extremely effective. Our first challenge was the

quality of the traffic coming to our site. This was major contributing factor to successful sales of the Parrot Zik

during the Christmas season despite a highly active competition."

Unlike the AR.Drone, the Parrot Zik launches in a highly competitive market, where electronic giants such as Sony, Sennheiser and Philips have already staked out strong positions. Furthermore, the headphones represent a step away from what has been Parrot’s core business so far.

Both of these constraints must be taken into consideration in developing a marketing strategy. For Parrot, the challenge is two-fold:

- Make its high-end tech product widely known and give it extensive visibility among a target audience of users who own a smartphone, and an iPhone in particular. - Benefit from this broad visibility, especially during the period leading up to the Christmas holidays, to generate qualified traffic.

MAKING AN IMPACT IN A HIGHLY COMPETITIVE MARKET

CHALLENGE

A global leader in wireless smartphone peripherals, Parrot is a French company whose success is driven by innovation and a desire to be at the forefront of new markets. For the past 4 years, Parrot has entrusted its online media campaigns to Keyade, including calling on the agency to manage its 2010 campaign for the worldwide launch of its flagship product, the AR.Drone quadricopter. Following the success of this first campaign, launched on YouTube in November 2012, Parrot turned to Keyade once more for the launch of its new cutting-edge headphones, the "Parrot Zik". The goal: boost the launch of this new product through a media campaign that reaches a very large audience of young technophiles around the world.

LAUNCH A HIGH-TECH PRODUCT GLOBALLY

MISSION

PARROT: WORLDWIDE LAUNCH OF THE PARROT ZIK HEADPHONES USING FACEBOOK AND DISPLAY

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).

Parrot, a global leader in wireless devices for mobile phones, stands on the cutting edge of innovation. Its mission: to drive the irrepressible advance of mobile phone penetration by creating wireless devices designed to make our lives easier. Parrot develops the most extensive range of hands-free car systems on the market. It designs and sells high-end wireless multimedia products dedicated to video and audio, and is a leader in drones for general public use. Parrot, headquartered in Paris, has over 750 employees around the world, and conducts majority of its sales internationally. Parrot has been listed on the Nyse Euronext Paris since 2006.

INCREASE IN TRAFFIC TO THE PARROT ZIK WEBSITEIN A SINGLE MONTH

RESULTSA 600% INCREASE IN TRAFFIC TO THE PARROT ZIK WEBSITE IN A SINGLE MONTH

The campaign is a resounding success. Over 113 million Facebook users worldwide are reached (the equivalent of 2 million users a day), plus over 20 million unique users through the display network.

Despite the inherent difficulty of measuring the impact of a branding campaign on sales largely performed by Parrot distributors, Parrot notes a large spike in traffic to its site. Additionally, Google reports a five-fold increase in searches for "Parrot Zik" between October and December 2012.

For Parrot, it marks yet another successful product launch, as explained by Nicolas Halftermeyer, Parrot Director of Marketing & Communications: "The media strategy implemented with Keyade was extremely effective. Our first challenge was the quality of the traffic coming to our site. This was major contributing factor to successful sales of the Parrot Zik during the Christmas season despite a highly active competition."

SOLUTIONA SOLID MEDIA PLAN BASED ON TWO POWERFUL AD PLATFORMS

Keyade designs a marketing strategy around Facebook and the Google Display Network, two channels particularly well suited to reaching its target audience. The strategy unfolds in two phases:

- Study the target. Keyade "tests" audiences around the world and analyses the reaction of targeted user profiles, fine-tuning its target parameters as needed. The campaign is to be launched on Facebook in 20 countries, and on the display network in 4 countries (USA, Canada, France and Hong Kong). All the ads are rewritten together with an American Keyade account manager.

- The plan is rigorously executed, fully leveraging each channel's strengths. The display campaign targets sites dedicated to specific fields (finance, news, technology, etc.), where the ads are adapted in response to the competition. Simultaneously, the product is heavily pushed on the Facebook news feed through a three-pronged approach: a picture of the product's muse, Carla Bruni, with a smartphone display oriented message that leads users to a list of points of sale. The sharing of best practices between the two channels, and Keyade's teams' high level of responsiveness to media news and happenings, are major contributing factors to the campaign's effectiveness. With its Parrot campaign, Keyade becomes the first European media agency to test Facebook's "Mobile Target Block", targeting users who own an iPhone 4S/5 or iPad.

PARROT: WORLDWIDE LAUNCH OF THE PARROT ZIK HEADPHONES USING FACEBOOK AND DISPLAY

Simplified 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

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