Gaz de France

Communication Strategy

SAATCHI & SAATCHI

 Summary

1. Premises
2. Objectives
3. Challenges
4. Approach
5. Publics
6. Messages
7. Strategy

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 Premises

• Gaz de France is known on the Romanian market due to the important

acquisitions made in the period (Amgaz, Depomures, Distrigaz Sud)
● Gaz de France has a very good relationship with the journalists in the
financial sector
● Gaz de France is known by the media and by the consumers as a
company ready to invest in Romania
● Until now Gaz de France has not been involved in any kind of press
scandals

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 Communication Objectives

● Build awareness around the company’s actions, acquisitions and direct

involvement into the wellbeing of its consumers.
● Build trust and credibility around Gaz de France and promote it as a
reliable partner that cares for its consumers
• The entire communication campaign must transmit the company’s
values: excellence, integrity, competitive alertness, pioneering spirit
and adding value to the Romanian community

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 Challenges

● Gaz de France has little awareness on the Romanian market, being at

the beginning of its activity in Romania
● The Romanian consumer needs to know about its actions and
involvement
● Romanians see the energy market as a monopole market and a very
expensive “necessity”

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How shall we achieve the objective?

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 Approach

• Our strategic approach is to build awareness by implementing

communication programs in line with the company’s values and
personality:
– Each Gaz de France activity must exult Gaz de France values
• Identify and strongly capitalize on Gaz de France discriminators
to the competition:
– Involvement for the wellbeing of the hosting community
– Strong involvement in Romanian life
– Modern technology and know-how
• Approach holistically all Gaz de France publics sending a unitary
message modulated for each target profile

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 Consumers Mass-media
- the beneficiaries - the loudspeaker
of Gaz de France of the Gaz de
products France messages

Gaz de France

KOLs Gaz de France

- the specialists Partners
in the industry

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 Communication Messages

“we are committed and involved to make an everyday better life for our
consumers and our partners”

• Gaz de France is dedicated to building long-term relationship with its

partners, based on trust and mutual understanding of each other’s
needs
• Gaz de France is dedicated to create a respectful partnership with
mass-media

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Communication Strategy

• In order to send the same message to all its audience, Gaz de France
should adapt the message for its publics.
• To achieve that, we propose the

• PURE Strategy

Pozitive Understanding Responsible Enthusiastic

to the mass- to its partners, to the industry
media, because to the consumers’ because building players, as they
they are the needs, families and a strong and must see in Gaz
ones who tell individuals, trustful relation de France a
the success companies as they with them is the strong industry
story further to are the main key to success leader, initiator
the whole world reason Gaz de of programs
France exists meant to
improve thisfield
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 Media Strategy

• Media is the most powerful tool to transmit Gaz de France message to

the general public
• Gaz de France communication strategy should be based on a strong
media relations program, preparing ground for new acquisitions in
Romania and supporting the after acquisition communication campaign
• Media relations in an efficient communication tool, that delivers the
company message to the journalists and the opinion leaders
• Building a continuous communication flow with media representatives
is the most important tactic in consolidating Gaz de France

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Media Positioning

In order to gain awareness, Gaz de France must position itself as

The voice of the industry

• Support this positioning by communicating frequently and with
useful information for the journalists and create interest around
the company

• Two directions:

• Corporate communication: it will be used as a “locomotive”, to

prepare the terrain for new events and acquisitions

• Acquisitions communication

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Corporate communication

Kick-off:

• Saatchi &Saatchi will act as the exigent coach to the Gaz de

France performing athlete who aims to reach the excellence
level in building its reputation, making sure we meet the
publications dead-lines and we show each publication as much
interest as possible (EXPECT US TO BE ANNOYINGLY
PERSISTENT)

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Special Media Actions

Informal Media Meetings

Informal meetings with core media journalists

• Generate goodwill towards the company
• Open the dialogue between the journalists community and company’s
representatives in view to further enhance corporate reputation
• Build acceptance and confidence from the media
• Assert company’s determination to continuously support the journalists
by means of providing them with the necessary information
• Present the results/forecasts/company’s future plans

During the meetings journalists will receive information on latest events,

new developments related to the industry, research, opinions on both
sides. They also could receive an information kit containing company
backgrounder, spokesperson bio, a press release and other relevant
materials.
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Special Media Actions

Press conference

• A press conference is organized to directly communicate to the mass

media the Gaaz de France message
• Should be held when we hve “big news” to communicate to the entire
mass-media
• A new acquisition
• Start of a Corporate Social Responsibility program
• Tactical programs launches (for KOLs, consumers programs)

• The Agency will organize the entire logistics for the event, send
invitation to media list and prepare the press release and other press
materials, as well as supervising production

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Special Media Actions

PR Blitz
is a “house call” to the editorial offices of the journalists - in this case
Financial Editors and Chief Editors for the Financial Newspapers and
represents the perfect opportunity to deliver the Gaz de France
message
Concept :
Gaz de France is an open company, that desires to extend its business in
order to offer the Romanian consumers every day better services.
Period :
Beginning of December 2007

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 Special Media Actions

PR Blitz Presentation
•The PR Agency with two hostesses dressed special
warm and furry outfits will visit the editorial offices of all
Financial Newspapers offering a Press Kit

•Press Kit Content

– Branded press folders
– Branded bags
– Press Release
– Gaz de France presentation
– CD with visuals and pack shots
– Gifts : fur gloves to help them (as usual) stay
warm during winter

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Special Media Actions

“Meet the nature” media trip

A press conferences could be organized in order to inform mass media

representatives, but it is our advise to periodically approach a more
informal way of communicating campaign’s messages.
To achieve this, we suggest a one day/weekend trip to a beautiful and
green countryside location. A short informal conference to be organized
there in order to induce the idea that Gaz de France respects nature and
will get involved in such programs:
 Presentation
 Discussions
Period : Spring 2008

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Corporate Social Responsibility Campaign

Gaz de France can come a step closer to the consumer by doing

something directly for them, something that could be very interesting,
visible and worth remembering for the press.
One of these actions could be the renovation of several playgrounds in
Bucharest (and not only)
By doing this the company shows direct interest in its future in its hosting
country by taking care of those that ARE the future of Romania: its
children

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Kindergarten educational program

In order to be the voice of the industry, Gaz de France must take the role of
the consumer educator
The hectic life of nowadays consumers prevents them to take time to get
informed on the newest energy saving solutions
• Educate on how important the nature and its preserving is
– Program in kindergartens
– Funny children book on saving the nature against global warming
– Organized groups of children for excursions in the nature
– Plant a tree day

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THANK YOU!

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