Everyday life
It’s been already 3 weeks of everyday life in the Havas NYC office and in NYC globally.
3 weeks and already a kind of daily “routine”, waking up with the noisy workers above my window, getting in the subway where people use to sleep, but real sleep I mean, entering the very efficient elevators of Havas (yes Puteaux audience: “efficient” elevators, fast ones, even nice ones), getting a Latte and chatting with the team.
But this everyday life is also quite present in the work too, here. I’m shadowing and following 3 mains projects, and each one is really linked to the American calendar.
Beside the strategy line, the brand positioning, it seems very important here to always enter the everyday life of the consumers, and that mean to be part of 3 distinct calendars:
- the brand calendar, obviously
- the American/local calendar: national days, events, festive season, but also cultural news (movies launching, music hall anniversary, concerts, places opening…)
- the consumer calendar: birthday, anniversary (anniversaries are quite a thing here: you celebrate your wedding anniversary of course, but also your job anniversary > in the weekly newsletter people are getting some congratulations regarding the years they spent here and they all receive a bottle of Champaign. Nice way to reward the loyalty and reinforce the commitment to the agency)
These 3 calendars must work together and offer many opportunities for the brand to enter consumer’s houses and life.
Once again, as the use of data, it seems that everything must be reliable, concrete, and what’s more concrete than your day-to-day habits?
We’ve been lucky to be in NYC during a great period: we participated in Halloween craziness, we can already see Thanksgiving preparation and Christmas decorations are growing up in the streets too. These 3 festive events imply targeted communication and advertising, with a graphic chart very readable for each one, icons and distinct tone of voice.
I’ve been shadowing some social media calendar building and all these events are very well integrated. Beside the traditional “happy thanksgiving/merry Christmas!”, the brand tries to bring something more to help people to host those parties the best they can. They really take ownership of these events with specific messages and creative work.
