Decathlon Wedze

Wedze launches its first limited edition capsule collection, made in France.

Wedze, the leading winter sports brand of the Decathlon group, has made a splash with its latest capsule collection project called Jour d’Éclipse (Eclipse Day). Introducing two alpine and freeride ski jackets made in France, which are the result of their excellent savoir-faire in the design of technical products. What role did The MUZES play? The company conceived the communication concept, and its strategy, to then support the creation of content in various forms for this exceptional launch.

An eclipse day is an event: it cannot be missed.

Unique in its technical qualities and ephemeral in its limited quantities. The starting point of this launch was the entire project’s duality: two ski disciplines (alpine and freeride), two products (freeride jacket and alpine ski jacket), two universes (mountain environments and urban environments), two colours per model… The concept was born: “Shadow and Light”. This approach inspired the teams to name the product “Jour d’éclipse” (Eclipse Day). The agency then devised an artistic direction and conceived the product’s marketing through a shadow launch.

Creation in the shadows

A creation totally in line with the sector’s trends: Outleisure and Athleisure. The visuals were refined, always in the spirit of Light and Shadow. There was also a gradual approach to distribution, with the first images shared being very dark and then gradually revealing themselves until launch.
The MUZES accompanied the production teams during the briefing and editing phases of the campaign video, to shed light on their technical savoir-faire, both through the actual use and the unique design of these pieces. Then, to highlight the jackets’ design, the agency also organised a studio photoshoot with a “fashion/outleisure” inspiration. Finally, all of this content was highlighted with the development of a landing page visible on Decathlon.fr, which we created to explain the purpose of this project and to promote the collection.

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WEDZE

project

Products launch

Revelation and highlighting

Still based on the principle of Shadow and Light, the communication strategy was based on three key moments: shadow, reveal, launch. The objective was to create surprise by first allowing external ambassadors to talk about the product, without revealing the brand. Then, announcing their collaboration with Wedze to reinforce the brand’s visibility. This element of surprise was created through a crew of ambassadors, who were onboarded and introduced to the project in advance.
The selected profiles embody all the different aspects of the project:
– Léa Bianchi (@leadorablee), ski instructor for the technical and design component
– Stefan Tisseyre (@stefan_tisseyre), model, for the design and athleisure aspect
– Céline Ducrettet (@celinducrettet), photographer, for the image component,
– Ben Buratti (@benburatti), professional freerider, for practice excellence.
In total, a cumulative audience of over 300K followers on Instagram.

The Jour d’Éclipse capsule collection was revealed on Wednesday 9 November 2022 with 800 jackets up for sale on Decathlon France’s website.

Decathlon Innovation

Qualifying the singularity of innovation at Decathlon

On the occasion of “Reveal Innovation”, an annual internal event dedicated to new ideas, Decathlon wanted to give new meaning to the concept of innovation. With a live broadcast on Thursday 20 October 2022, 20,000 employees worldwide discovered the raison d’être of innovation, written and then embodied in a film produced by the agency. The film is a visual and audio translation of this process and highlights it with emotion.

A film that highlights the uniqueness of innovation à la Decathlon

The challenge presented by the project was to characterise innovation at Decathlon, which is at the heart of product design and user experience. The MUZES chose to express in words, music and images the particularities of this essential process for the product designer’s job. Sportspersons, the taste for challenge and determination are common threads running through the script.

“The result is a video object that is a bit of a UFO: a balance between technology, people and sport. An elliptical journey through what makes us unique. Going from sport to sport through observation, analysis and exploration. It is a structured, yet visceral, progressive, artistic object that offers us a glimpse into the daily work of our teams. It is part of what Decathlon is all about”, summarises Gaëtan de la Rüe du Can, image leader at Decathlon.

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DECATHLON

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Manifesto and video production

From products to emotions: a manifesto for the innovation process

Rather than considering innovation as an end in itself, the focus is on the process. From observations to tests, failures, analyses, and successes, the creation process is in the spotlight. The film retraces all the steps necessary to go from idea to result and to enrich the sporting experience.

With this production, The MUZES signs a manifesto for the process of innovation and continuous improvement. The voiceover sets the tone from the start: “it all starts with an emotion”. More than the final product, it is the achievement of emotion that innovation seeks and enables. The objective is the same on the sports field, in the design workshop, in everyday life, and it is also valid in communication professions.

Krups COOK4ME TOUCH

A new website for Krups

It’s time for Krups’ German to get closer to its consumers by giving them the possibility to buy their products online! For the launch of its new site, Krups called on The MUZES to develop 2 landing pages around the COOK4ME TOUCH product: a product page and a promotional page. The MUZES had already been commissioned for the landing page of the same product by Moulinex France. For the agency, the mission was to adapt this landing page to the needs of the German market.

Starting from an existing base – the Moulinex France landing page for the same product – the page had to be adapted to the needs of German consumers. The Muzes also had to adapt it visually to KRUPS brand’s guidelines and to the new website technology. The original Moulinex landing page was completely redesigned to meet the needs of the German market. Then, a promotional landing page was developed with the DTC team in order to put forward special offers on the product and to animate the new website for its launch.

The 2 landing pages are live on the new website, offering better ergonomics, detailed information on the product and guiding the consumer through his purchasing process (before, during and after). With this update of the Group’s websites, The MUZES has known how to anticipate to respond to the other markets and brands, working for instance with Rowenta on its new website, launching the 19th of May!

Logo Krups

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KRUPS

project

Landing page creation

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Calor Access Steam Force

Urban steam, A NEW TERRITORY TO EXPLORE

For the market entry of their new steamer, Calor solicited The Muzes for the market launch of this new product by understanding the desires of the targeted millennial group and how to best seduce them.

The first step was benchmarking to understand the needs of the urban millennials and analyse the codes of other actors in the fashion and textile industry. Speed, work, cities, creativity, adventure : all resonated in the hearts of every targeted millennial consumer. To hone in on the urban spirit, the creative concept surrounded freerun and dance where simple, fluid, precise gestures are highlighted. The aim was to match the aspirations and behaviour of the target with the benefits of the product.

This unexpected urban and lifestyle expression was successful in capturing and retaining the attention of the millenials. Such association between linen care products and millennials’ urban spirits also gives room for the brand to reposition itself, expand its consumer base, and develop modernized products.  

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Calor

project

Content creation

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Maurice Lacroix

WHEN LUXURY MEETS SUSTAINABILITY

Time has come for Maurice Lacroix to launch the new version of its iconic AIKON watch, the brightest, funkiest and eco-designed range of watches, destined to a Gen Z target. Wishing to bring its own contribution, Maurice Lacroix worked on this project with #TIDE, an association that collects and upcycles plastic from the oceans. The watchmaker then used this composite in their watches’ case and strap. MUZES’ mission, in collaboration with Maurice Lacroix team : prepare the launch of this sustainable product while addressing Gen Z, with a double stake: understand the complexity of the target while combining luxury and sustainability.

The first step was to establish a strategic planning to study and understand the Gen Z, but also understand how luxury brands and their customers, communicate and answer to sustainability matters. Then we had to find THE Big Idea. Starting from the drop idea discussed with Maurice Lacroix team, which highlights the watch’s composite origin: the ocean. A red thread concept was developed with one key message: each action, each person has the power to make things change and make their own contribution The whole thing was based on a line: “That’s what a drop makes”, and on a colorful artistic direction inspired from the watches’ color palette. The goal was to address this new generation with humility, that’s why the Friends of the Brand, Lacroix’s ambassadors, were placed at the heart of the launch to share this message. Once the benchmark, customer study, big idea and storytelling was made, we replicated it all in a launch movie.

We imagined a video from scratch, embracing the drop concept with one key message: go from the ocean to the city, which is the core DNA of the luxury watch brand. Putting forward Lacroix’s sustainable approach, this idea highlights the watch’s composite, from its origin to its final form and new life. Finally, Friends of the Brand were obviously at the heart of this movie. And action! The final video gathers 4 Friends of the Brand, showing their own talent (dance, free running, longboard dancing and DJing) and all wearing the watch on the streets and roofs of Marseille and Aix-en-Provence, in order to promote the new watches range AIKON #TIDE.  Besides, the drop concept and the DA were fully transposed on the brand’s social networks with the Friends of the Brand taking the floor to share their own drop. The whole thing was revealed and presented at the launch which took place in Miami.

brand

Maurice Lacroix

project

Product launch

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Krups Evidence Eco Design

Combining perfect coffee taste and eco-design approach

Between KRUPS and The MUZES, it’s been a long story since 2015, through the conception and creation of editorial, video and photo content to highlight the brand and customers for its range of premium coffee machines with automatic bean grinder. After the Evidence Range and Intuition projects, The MUZES has worked with the brand on the digital side of the Evidence Eco Design product launch: the first automatic expresso machine manufactured in France and eco-designed (made from 62% recycled plastic and up to 90% recyclable) to reduce environmental impact, without compromising on performance or service.

To present and explain this innovation the landing page is the biggest point of contact for customers in the purchase process. The aim? Gather and organize all the content to convey the right message to future customers at the heart of the brand site. The structuring of the speech is done through a simple methodology: inspire, educate in two times, demonstrate. Inspire by transcribing the emotional benefit, educate in a first time by detailing the reasons to believe, demonstrate by showing technology and use, and again educate but in a second time, at the end of the funnel, by introducing the range and reminding people to buy. After this first key design stage comes the web design, development and integration of the landing page into the Groupe SEB technical environment.

The detailed landing page guides customers through their purchase process and helps them understand the eco-friendly approach of the product. As Krups is an international brand, the design of a landing page requires a lot of rigour to facilitate the translation of the content. The Evidence Eco Design landing page is already online in 3 countries: France, Poland and Portugal, and will later be adapted and deployed in several European countries. In the meantime, the Krups teams are already working on a brand new product.

Logo Krups

brand

Krups

project

Landing page development

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Sopalin

REBOOST AN ICONIC BRAND ON A DIGITAL PLATFORM

We know how French people are used to saying a “Sopalin” to describe any paper towel, regardless of the brand! To avoid staying the antonomasia brand of its category, the historic French brand Sopalin needed to start communicating digitally. The mission was to roll-out a plan to redynamise the brand by targetting and engaging with a younger population.

The communication strategy to relaunch the brand on digital was designed around four objectives: increase engagement, increase pre-purchase interest, maximise the emotional connection and capitalise on the brand.
The brand and its special link with the French were the starting point for the whole activation, especially for the core story: a brand that is so embedded in everyone’s daily life obviously holds a lot of stories everybody can relate to.
After this observation and some work on strategic planning, the creative concept emerged as simple and obvious. Each of us, in our own way, are so messy, cute, sensitive, inspired, and sometimes not really morning people, and we know small smudges happen, because we are all unique in our way! And that is why Sopalin chose its new “That’s So You” campaign signature to reboost its digital actions with plently of positive energy!

From a graphic point of view, the product was enhanced and the brand was modernised by reworking the symbol of Sopalin, the red color in a gradient. From a strategic point of view, social listening allowed us to better understand the target, their consumption ways and their presence on the various digital touchpoints in order to guide the 100% digital spread of the creative concept.
The digital activation took shape through a new website, a video manifesto and its variation in capsules by target, as well as the daily animation of the brand’s social networks with a friendly and fun tone of voice that reflects the personality of Sopalin.

Logo Sopalin

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SOPALIN

project

Creative concept and digital activation

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Rowenta Ultimate Experience

Rowenta Ultimate Experience

A TOUCH OF MODERN LIFESTYLE

The mission was to launch a range of innovative haircare products with the chosen ambassador : Helen Lindes, the ex Miss Spain. The important challenge was to add a touch of modern lifestyle which differs from the existing professional positioning.

For the photoshoot, there was a stability to find between the time and cost of videos and photos in order to fully benefit of Helen’s presence. In the creation of How-To, Hero, and unboxing videos a balance of product description, demo, and 3D was needed to keep the lifestyle approach of this product, for how the universe of ‘inspiration’ is very important.

A bright lifestyle universe was created for such a range of beauty products as well as a handful of videos with more than 255K views on social media across Europe.

 

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ROWENTA

project

Product launch : video and landing page

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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EVVO

Key visual Evvo

EVVO, THE SNOWSHOE BRAND THAT STEPS OUT OF THE TRACKS

A start up with an innovative product was seeking to position itself in the overly competitive outdoor market : a new snow shoe that has a sole created by Michelin. EVVO met The MUZES during the summer of 2020 in the midst of Covid uncertainty. It is therefore at the dawn of a winter that will be crucial and explosif for the sector that the rEVVOlution started.

The teams created a new brand identity and universe in which the strategic vision challenged the codes of the traditional and somewhat old-fashioned snow shoes. This new DNA was highlighted in the writing of the selling stories, the revamping of the website, and all other texts. A photoshoot to capture the key visuals of the brand, a strong community management, and a webmarketing strategy all help accompany the go to market strategy for the winter season.

The communication strategy was as disruptive as the product ! With a rejuvenation of the discourse, there was an opening of the sport to a new public and the creation of an ever-growing community. The success of the product was highlighted at the biennal of Saint Etienne, on a television program thanks to influence work, and with references coming from new leading sport retailers in France for the upcomming winter.

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EVVO

project

Brand strategy and omnichannel activation

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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SEB Group EMEA Direct-To-Consumer

SEB GROUp EMEA Direct-to-consumer

After years of developing a traditional sales model, in 2019 The MUZES supported Rowenta (SEB Group) in its transition from a brand website to a merchant website and finding the right balance between both. 3 years later, The MUZES now supports the group on its Direct-To-Consumer challenges for 3 brands (Rowenta, Tefal and Moulinex) in 8 countries, i.e. a total of 12 D2C online shops.

Rising to the challenge of several e-commerce sites while maintaining the attractiveness and richness of a brand site requires a range of complementary actions such as the management of product catalogues and the creation of landing pages. But it is also the follow-up of commercial highlights to enhance the brands with a relevant content strategy. To do so, the actions that were carried out are mainly webmastering and e-merchandising. The support comes in two stages: advising for the technical part and the creation of coupons, banners, bundles, special pages dedicated to special events on the operational part, all in 6 differents languages. A great deal of work, even more relevant and important when purchases surged with annual major sales events like Valentine’s Day, summer and winter sales, Black Friday, Christmas, etc. Over 2021, a total of 899 actions were carried out, in order to assist customers and facilitate their purchase process.

The goal is achieved for SEB Group: boost online sales via e-commerce websites and increase their online market share. The success of the pilot project Rowenta led to similar online stores development for Tefal and Moulinex which have themselves encountered the same success in the group’s EMEA markets. This success is due to the daily involvement of Groupe SEB’s internal teams and their ongoing relationship with The MUZES.

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Moulinex – Rowenta – TEFAL

project

EMEA Direct to Consumer

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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