{"id":25436,"date":"2017-06-28T17:12:11","date_gmt":"2017-06-28T17:12:11","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25436"},"modified":"2017-06-28T17:12:11","modified_gmt":"2017-06-28T17:12:11","slug":"ny-a-amis-facebook-y-friends-of-glass","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/ny-a-amis-facebook-y-friends-of-glass\/","title":{"rendered":"Il n\u2019y a pas que les amis Facebook, il y aussi les Friends of glass"},"content":{"rendered":"

Peut-\u00eatre avez-vous regard\u00e9 la vid\u00e9o du journaliste Christophe Beaugrand<\/strong> en train de faire des halt\u00e8res avec deux bouteilles de verre dans la rue sur Facebook<\/a>, et vous \u00eates-vous interrog\u00e9 sur la raison de l\u2019exercice\u00a0; la r\u00e9ponse, c\u2019est Jacques Bordat, Pr\u00e9sident de la F\u00e9d\u00e9ration du Verre, qui nous la livre.<\/p>\n

\"\"<\/a>MarketingIsDead :<\/strong> Jacques Bordat, tu es Pr\u00e9sident de la F\u00e9d\u00e9ration du Verre et avec <\/em>Friends of glass<\/em><\/a>, vous lancez une op\u00e9ration en faveur du recyclage du verre\u00a0: en deux mots, c\u2019est quoi, Friends of glass\u00a0?<\/em><\/p>\n

Jacques Bordat\u00a0:<\/strong> \u00ab\u00a0Friends of Glass\u00a0\u00bb<\/em> r\u00e9unit \u00e0 un niveau europ\u00e9en tous ceux qui appr\u00e9cient les qualit\u00e9s uniques du verre comme mat\u00e9riau d’emballage. En un mot, la communaut\u00e9 \u00ab Friends of Glass \u00bb<\/em> pr\u00f4ne un mode de vie qui adopte le verre sans r\u00e9serve pour trois raisons principales : la sant\u00e9, le go\u00fbt et le d\u00e9veloppement durable. Ce mouvement a \u00e9t\u00e9 initi\u00e9 en 2008 par la FEVE<\/a><\/em>, la F\u00e9d\u00e9ration europ\u00e9enne du verre d\u2019emballage, une association internationale \u00e0 but non-lucratif repr\u00e9sentant les fabricants d\u2019emballages en verre.<\/p>\n

MarketingIsDead :<\/strong> L\u2019op\u00e9ration commence par une vid\u00e9o post\u00e9e sur Facebook par le journaliste Christophe Beaugrand pour inciter les Fran\u00e7ais \u00e0 recycler le verre\u00a0: il y a des trous dans la raquette, tout le monde n\u2019effectue pas le bon tri s\u00e9lectif pour le verre\u00a0?<\/em><\/p>\n

Jacques Bordat\u00a0:<\/strong> Notre campagne \u00ab\u00a0Le Verre sans Mod\u00e9ration\u00a0\u00bb<\/em> s\u2019adresse en priorit\u00e9 \u00e0 la jeune g\u00e9n\u00e9ration, qui, paradoxalement, se dit moins motiv\u00e9e par le recyclage du verre que ses a\u00een\u00e9s, ceci malgr\u00e9 les actions de sensibilisation men\u00e9es dans les \u00e9coles. L\u2019\u00e9tude Opinion Way que nous avons r\u00e9alis\u00e9e en avril dernier montre en effet que pr\u00e8s d\u2019un quart des 18\/27 ans n\u2019est pas int\u00e9ress\u00e9 par le recyclage du verre.<\/p>\n

Christophe Beaugrand, l\u2019ambassadeur de notre campagne pour la seconde ann\u00e9e est une personnalit\u00e9 m\u00e9diatique qui fait l\u2019unanimit\u00e9. Tr\u00e8s appr\u00e9ci\u00e9 des jeunes, il sait \u00eatre dr\u00f4le et porte des valeurs de bienveillance et d\u2019engagement, notamment en faveur du d\u00e9veloppement durable, sans \u00eatre moralisateur.<\/p>\n

Notre but est donc de faire prendre conscience \u00e0 la jeune g\u00e9n\u00e9ration de l\u2019importance du recyclage du verre via une personnalit\u00e9 appr\u00e9ci\u00e9e de tous et un canal de communication privil\u00e9gi\u00e9 par cette tranche d\u2019\u00e2ge. Par ailleurs, nous savons que les injonctions ne fonctionnent plus, le discours \u00e9coresponsable doit \u00eatre fun et gratifiant pour toucher les jeunes.<\/p>\n

La cause de la F\u00e9d\u00e9ration du Verre et de Friends of Glass est \u00e9coresponsable, nous tentons donc de sensibiliser les cibles \u00e0 privil\u00e9gier, tout en adaptant la forme de notre message.<\/p>\n

\"\"<\/a>MarketingIsDead : <\/strong>Et quel est l\u2019int\u00e9r\u00eat de la F\u00e9d\u00e9ration du Verre dans ce type d\u2019op\u00e9ration\u00a0? Marketing responsable ou greenwashing\u00a0?<\/p>\n

Jacques Bordat\u00a0:<\/strong> Nous devons mener campagne en permanence pour toujours faire progresser le taux de recyclage du verre d\u2019emballage. Notre \u00e9tude sur les jeunes et le recyclage du verre met en lumi\u00e8re certains des freins, comme le manque de place pour stocker (pour 52% des 18\/27 ans) mais aussi des leviers faciles \u00e0 actionner comme l\u2019augmentation du nombre de conteneurs de collecte, par exemple, ou encore le fait que, promouvoir le recyclage \u00e0 travers des personnalit\u00e9s populaires aupr\u00e8s des jeunes permettrait de stimuler l\u2019envie de recycler.<\/p>\n

Ces enseignements donnent tout son sens \u00e0 l\u2019implication de Christophe Beaugrand dans notre campagne, ainsi que dans le lancement du challenge sur Facebook.<\/p>\n

Pour rappel, l\u2019objet de ce challenge est de se filmer en train de faire 25 squats avec une bouteille en verre dans chaque main pour rappeler qu\u2019en France, encore 25% du verre consomm\u00e9 n\u2019est, \u00e0 ce jour, pas recycl\u00e9. Le message est simple \u00ab\u00a0Pas besoin d\u2019\u00eatre muscl\u00e9 pour recycler\u00a0\u00bb\u00a0<\/em>!<\/p>\n","protected":false},"excerpt":{"rendered":"

Peut-\u00eatre avez-vous regard\u00e9 la vid\u00e9o du journaliste Christophe Beaugrand en train de faire des halt\u00e8res avec deux bouteilles de verre dans la rue sur Facebook, et vous \u00eates-vous interrog\u00e9 sur la raison de l\u2019exercice\u00a0; la r\u00e9ponse, c\u2019est Jacques Bordat, Pr\u00e9sident de la F\u00e9d\u00e9ration du Verre,…<\/p>\n","protected":false},"author":2,"featured_media":25437,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[277,279,278],"yoast_head":"\nIl n\u2019y a pas que les amis Facebook, il y aussi les Friends of glass - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/ny-a-amis-facebook-y-friends-of-glass\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Il n\u2019y a pas que les amis Facebook, il y aussi les Friends of glass - 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Tandis que chantres de l\u2019AI g\u00e9n\u00e9rative regardent le verre \u00e0 moiti\u00e9 plein, ses d\u00e9tracteurs contemplent le verre \u00e0 moiti\u00e9 vide\u00a0: mais o\u00f9 se situe la r\u00e9alit\u00e9, dans tout \u00e7a\u00a0? Pour (tenter de) y r\u00e9pondre, le 7 f\u00e9vrier au matin, le\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2024\/01\/Flavien-Douetteau-Photo.jpeg?fit=512%2C512&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25793,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/insights-vous-avez-dit-insights\/","url_meta":{"origin":25436,"position":5},"title":"Insights ? Vous avez dit Insights !\u00a0","date":"8 octobre 2018","format":"gallery","excerpt":"En 2012, avec Alain Beauvieux, nous publions Les m\u00e9dias sociaux sans bla bla, l\u00e0 o\u00f9 se \u00ab\u00a0concentre la quintessence non seulement de l\u2019e.r\u00e9putation, mais aussi des attitudes, comportements, insights consommateurs, etc.\u00a0; c\u2019est l\u00e0 que les accros \u00e0 la s\u00e9rendipit\u00e9 effectueront leurs meilleurs d\u00e9couvertes\u00a0\u00bb. Si j\u2019\u00e9voque cet ouvrage, ce n\u2019est pas\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/P1530575.jpg?fit=581%2C480&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25436"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25436"}],"version-history":[{"count":1,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25436\/revisions"}],"predecessor-version":[{"id":25439,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25436\/revisions\/25439"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25437"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25436"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25436"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}