La Française des Jeux
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Interactive
Thriving in the face of deregulation
La Française des Jeux is a French state-owned group dedicated to gambling activities. It has always benefited from a monopoly situation and has until now built its performance thanks to strong product brands and the largest network in France (35,800 points of sales).
Challenges
Align the brand strategy with the major new deal affecting the gambling sector in France: de-regulation authorizing competition on the internet, starting with sports and poker gambling.
Actions
We reviewed the brand strategy both at the corporate and commercial levels. For this, we:
- Conducted a complete brand assessment including communication audits and customer journeys in France and abroad
- Defined the corporate positioning and the image attributes
- Defined the new brand architecture and the associated positioning of the key commercial brands in a multi-channel perspective
- Built the high level brand activation plan in-line with the new brand strategy and evaluated the costs for its deployment
This project led to the creation of the new commercial brand - FDJ - covering both the physical and online activities of La Française des Jeux.