13 March 2019 – Connexia, the marketing and communications consultancy agency that blends data and creativity with technology, has developed an integrated digital communication strategy with an aspirational feel that revolves around sharing to reposition deBBY, the Deborah Group’s younger cosmopolitan world brand.

The new deBBY communication strategy appeals to anyone who loves sharing every moment of their day, and its main goal is to strengthen the brand’s fame and the new positioning of the 18-25 line by focusing on consideration and emphasising the performance of the products and their value for money.

deBBY has always represented a generation with a curious, sunny outlook on our commitments in life. Strong-willed, tongue-in-cheek, analytical, intelligent and bold, the «deBBY girl» believes in friendship and is fearless about sharing her feelings and thoughts on social networks. As deBBY is always connected with its consumers and well-aware of how their needs are changing, the brand immediately knew how to use make-up to embrace the change in the relationship with “Generation Z”, by developing the new communication strategy on the brand’s social properties, on the new debbymakeup.it website and via dedicated digital PR activities.

A professional yet laidback tone of voice, focus on performance and on product quality, with ad hoc photoshoots to underline the brand’s characteristics and specificities, and Instagram-centric communication: Connexia interprets how the channels and habits are evolving in the younger target’s relationship with the brand to ensure this relationship is one of equals with the aim of inspiring empathy, close bonds, and trust. deBBY becomes the special friend, social enabler, and solution that make girls feel confident and ready to go out.

The brand speaks to its target on social media through photographic storytelling of the products, acting as a friend that the “deBBY target” can trust in all the situations that age range typically experiences on a daily basis. A custom-designed advertising plan, which is constantly updated, has been developed to support the social communication with the aim of following the users through the awareness – consideration – preference funnel. This means we always know at which step the final user is and can propose differentiated creativity with specific objectives, thereby maximising investments.

At the same time, Connexia also needed to ensure that the consideration and preference KPIs are achieved as part of the goal of communicating deBBY as a brand that understands a young, independent generation, while highlighting how the products perform from quality through to colour range. To this end, Connexia selected and appointed a team of female and male beauty and lifestyle influencers to fuel the digital PR initiatives. The influencers created customised original content for every product launch to explore and highlight the “why” behind the choice of every deBBY product.

“This new communication strategy follows the evolution that deBBY has always known how to cope with,” explained Cristina Martella, the Digital Marketing Manager for the Deborah Group. “By keeping the focus on the 18-25 target, today’s Generation Z, we have successfully built a strategy that gels with their universe of values and worlds of reference, while maintaining the integrity of the brand’s DNA.

The bold digital imprint and Instagram-centric approach are the levers we chose to establish a relationship with our “GIRLS”. Amongst other things, studies of this target show that these girls are very savvy, so we don’t want to create content solely to engage an audience, instead we see these tools as channels for initiating contact and building a relationship based on trust, creating a real deBBY Community.”

 “As the finishing touch to the process of strengthening the positioning of deBBY as a dynamic, engaged social brand, Connexia has designed and developed the new debbymakeup.it website, a special space designed to really celebrate the trends of the 18-25 target,” said Stefano Ardito, Connexia’s Chief Growth Officer. “deBBY’s new web presence is optimised for mobile devices, and one of its most distinctive features is the simple, intuitive navigation that provides instant access to product content, the brand presentation and tools to find the nearest store to buy the products. By using an integrated communication strategy, Connexia has successfully tapped into the “deBBY girl’s” digital evolution and built new expressive, community and sharing spaces for her.”

20 February 2019 – Connexia, the communication industry’s leading data-driven creativity agency since 1997, has been appointed by Ventura, the holding company of the BCD Travel, BCD Meetings & Events and Travelgood brands in Italy, as its digital partner and consultant for the definition of the communication strategy on digital and social channels.

For over forty years the Ventura Group has managed and assisted its clients with their travel needs to help them accomplish every corporate and professional goal. From business travel with BCD Travel and Travelgood services for travel agencies to events organisation and logistics management of big sports event with BCD Meetings & Events: today the group has over 370 experts working in five branches (Milan, Florence, Treviso, Turin and Guardiagrele) and a € 365 million turnover.

Driven by the need to more effectively communicate its position as market leader and its three different lines of business, the Ventura Group chose to appoint the Connexia marketing and communications consultancy firm in 2018 to help it embark on reorganising its digital identity.

Work started by analysing the digital ecosystem of Ventura and its BCD Travel, BCD Meetings & Events and Travelgood brands, and building a digital strategy that would allow them to outline a roadmap of activities and optimisations aimed at strengthening the group’s digital image: this included everything from defining visual guidelines which would create a “family feeling” and ensure the group’s ecosystem and individual brands are easily recognisable to creating editorial guidelines for each brand which were adapted to suit the different channels of communication.

The first task for 2019 was to restyle bcdme.it, the meeting and event organisation website, before going on to revamp the group’s other websites.

“When we were selecting a partner for our most challenging digital overhaul and repositioning project of recent years, it was the structured approach to consultancy that made the difference,” said Davide Rosi, the Managing Director of Ventura S.p.A. “At Connexia we have found exactly what we need to give our communication the power and consistency it needs for the strategic projects that fuel our lines of business in a historic moment in which the travel industry, even the B2B side, is completely rethinking its rationale.”

“It is a real pleasure to have the opportunity to work together with knowledgeable, motivated clients on wide-ranging projects and on rationalising and redefining the social and digital communication strategy for all the properties of an industry leader like Ventura,” said Massimiliano Trisolino, Connexia’s Chief Strategy Officer. “Travel is definitely one the industries most affected by change and the one for which rethinking communication models and strategies is absolutely essential. It is an industry that has a lot to gain in terms of awareness and process optimisation by embarking on digital transformation, starting by analysing and reassessing content through to optimising the editorial aspect for the various communication channels.”

14 February 2019 – BIODERMA, the brand that has combined maximum biological efficacy with dermatological research to become a byword worldwide for skin care and protection, has launched a concept called #InsiemeAlleMamme (Together with Mums) for their children’s skin. At the heart of the advertising campaign devised by Connexia, the Milanese data-driven creativity agency, is repositioning BIODERMA’s ATODERM product range by using emotive communication that revolves around parents and presents BIODERMA as a trusted ally to help them manage the daily care of skin suffering from atopic dermatitis.

BIODERMA has products for the entire family, but above all “speaks” to the hearts of mums, who are frequently the first to take action to try to bring their children relief when suffering from atopic dermatitis. Often not easy to recognise, AD causes discomfort for children ranging from itchiness to a generalised irritation, and interrupts sleep while the lack of symptoms leaves mums feeling particularly frustrated and powerless. It is vital that we strike the right chord with this target to offer reassurance and let them know they can count on a network of experienced people with whom they can discuss and learn about the condition and the soothing solutions that are available.

Connexia analysed the perception, uncertainties and needs of these target-mums to create a multichannel advertising and positioning strategy for BIODERMA’s ATODERM brand that revolves around emotional engagement, and ensures that BIODERMA is seen as a brand that helps to transform the negative experiences of mums trying to cope with their children’s AD – experiences that involve considerable uncertainty, guilt and frustration – into a reassuring experience. Because mums know they need a trusted ally against AD, and BIODERMA knows this too which is why it chooses to help them every day.

The core of the entire strategy social developed by Connexia is the #InsiemeAlleMamme campaign video. The video went live on 13^th February on BIODERMA’s social channels (FB, IG and YT) and on the campaign’s dedicated landing page, which was designed to offer a service hub to provide all the necessary information and helpful advice about atopic dermatitis. Clips will be taken from the emotive video and shared on the brand’s Facebook page and IG channel, where educational content will be mixed with more emotive content. As part of the editorial plan, the brand not only assumes the role of an expert to offer mums a series of tips and information on specially designed postcards about atopic dermatitis and how to manage it, but also give mums who live with the difficulties posed by atopic dermatitis day in day out a chance to tell their stories. Plus, all the mums are invited to post their worries and queries about AD on Facebook between 11 a.m. and 6 p.m. on 19^th February. They can comment on posts and post their questions and concerns on the page and a dermatology expert will reply in real-time. The most interesting questions and answers will then feature in motion graphic video, which will also be posted on BIODERMA’s Facebook page.

The #InsiemeAlleMamme video will also be available on the bioderma.it/insiemeallemamme landing page, complete with information and practical advice from the experts about how to treat atopic dermatitis.

“#InsiemeAlleMamme is a 360° project for us as we have curated every aspect of the communication: we devised the strategy, created the concept, produced the video, developed a structured editorial plan that meets the target’s needs for information and engagement, and managed the media planning.” explained Stefano Ardito, Connexia’s Chief Growth Officer. “The #InsiemeAlleMamme concept features many opportunities for engagement across multiple channels, and takes the form of numerous initiatives that are all designed for different touchpoints and envelop mums and their children in the perfect reassuring embrace. We have helped to build an integrated communication ecosystem, in which the digital channels play a key role. Because if it is true that 98% of Italian mums have a smartphone and are always connected, it is just as significant that nine out of ten mums say that they prefer to use “women’s blogs” to get information about how to care for and look after their children.”

“Every year we invest considerable resources in researching and developing products that improve the quality of life for children and adults suffering from atopic dermatitis, but this is the first time that BIODERMA has chosen to speak “from the heart” directly to consumers.” said Ambre Martinez, BIODERMA’s Marketing Manager. “We want to offer value-rich content and make people feel that the brand really cares about their lives, especially those who find themselves having to tackle dermatological issues, so we can help them to enjoy having healthy skin again. Thanks to Connexia we have managed to broaden our consumers’ understanding, establish a dialogue with them and respond to their atopic dermatitis needs more quickly and effectively. This is exactly why we chose to place mums at the heart of our project: these are the people in our country who play a primary role in anything relating to atopic dermatitis, because they are the first to be called upon to do something, gain awareness and find quality solutions. We are delighted that these aspects are voiced so loudly in this campaign, which combines the emotional side with the practical side provided by advice from specialists.”

6 February 2019 – Following international talks during the second half of 2018, Yamaha Motor Europe, the European branch of the legendary Japanese manufacturer, has once again chosen Connexia, the Italian marketing and communications consultancy agency and happy member of the Doxa family, to organise the second edition of its Pan-European Dealer Meeting (2019 PEDM), which brings together all the brand’s official dealers from across Europe.

Three years after the success of the immense Barcelona meeting in 2016, the Milanese agency strengthens relations with the celebrated motorcycle manufacturer’s European headquarters and confirms its role as Yamaha’s strategic partner for developing the creative concept, formulation and production of the convention that periodically brings together all of Yamaha Motor’s official European dealers from the motorcycle and scooter, marine, ATV & side-by-side, golf car, snowmobile and power equipment divisions.

For three days (14-15-16 January) Andalusia’s splendid capital city, Seville, was home to the 2019 PEDM, designed by Yamaha Motor Europe to share results, strategies, goals and the brand’s vision for the imminent future. The meeting is also an opportunity to demonstrate to the entire vast network of dealers how the ecosystem of Yamaha products is evolving, offer them fresh motivation for further innovation and encourage them to sharpen their focus on customer service.

The impressive, modern FIBES Conference and Exhibition Centre in the historical Andalusian city welcomed over 2,000 guests and kept them entertained with a packed schedule.

The meeting opened with an important business conference attended by the President of the Yamaha Motor Corporation Yoshihiro Hidaka and the President of Yamaha Motor Europe Eric de Seynes. They were then accompanied by all the heads of the main Yamaha Motor Europe divisions and the Japanese trials champion Kuroyama San, who brought the TY-E up on the stage (an incredible concept presented with MOTOROiD, Yamaha’s first product featuring artificial intelligence). The event continued in a larger area specially set up for the occasion so that attendees could have a closer one-to-one look at the various activities currently promoted by the brand.

The 2019 PEDM wrapped up with a spectacular gala dinner in pure Hollywood style. The stunning show featured appearances by all the official 2019 Yamaha Racing teams and riders, including a couple of immensely popular Monster Energy Yamaha MotoGPÔ Team riders: nine-time MotoGPÔ champion Valentino Rossi and the talented Spanish rider Maverick Viñales who provided a triumphant end to the evening.

Riders from the Yamaha WorldSBK teams were also in Seville: Alex Lowes and Michael Van der Mark from the Pata Yamaha WorldSBK Team and Marco Melandri and Sandro Cortese from the GRT Yamaha WorldSBK Supported Team. From tarmac to terrain… riders from the official Yamaha MXGP teams were also at the event: Romain Febvre and Jeremy Seewer from the Monster Energy Yamaha Factory MXGP Team, and Gautier Paulin and Arnaud Tonus from the Monster Energy Wilvo Yamaha MXGP Team. Special guests included Tom Pagès, the 2018 FMX world champion on his Yamaha YZ250, and the big wave surfer Garrett McNamara, who has been officially supported by Yamaha Marine during his numerous record-breaking adventures.

The entire event from business to entertainment was presented by the British sports journalist Immy Barclay. She is a hugely popular television presenter in the UK and this was her second time working with Yamaha Motor Europe having fronted the 2018 EICMA World Press Première.

“The core driving force behind the entire event was “Future Made Together”, the creative concept devised by Connexia to highlight the bond between Yamaha and its official dealers and the shared values and goals in which they all firmly believe,” said Paolo D’Ammassa, the CEO of Connexia. “A stage show with mega video projection screens and breath-taking LED displays created for the convention auditorium as well as the massive gala dinner venue fully immersed the guests in the spectacular, infinite world of Yamaha, a world that Connexia knows well and has learned to tell its story in a uniquely original way.”

Relive the highlights of Yamaha’s 2019 PEDM

20 Dicember 2018 – Yamaha Motor Europe once again chose Connexia to organise its Global Press Première at the 76^th EICMA (the Milan Motorcycle Show).

The Doxa Group’s marketing and communications consultancy agency further strengthened relations with the European headquarters of the legendary Japanese motorbike manufacturer, confirming its role for the eighth year in a row as Yamaha’s strategic partner in developing the creative concept, and devising and producing all aspects of what is now recognised as the most important annual press event for Yamaha.

The Global Press Première was held on Monday evening, 5^th November, at Superstudio Più in Milan’s Via Tortona, and, as is now customary, officially kicked off the most eagerly-anticipated week of the year for bike lovers the world over. The goal of the press conference was to offer the industry professionals in Milan and the millions of fans watching remotely a global preview of the most important new motorbikes and scooters joining the Yamaha Motor extensive range in 2019.

The core driving force behind the “Keep on REVVING” event was the creative concept devised by Connexia to highlight the Japanese brand’s passion for speed, relentless thrill-seeking, and affinity for discovery and travel. Featuring three 16-metre mega video projection screens, the immersive stage show “catapulted” the audience into the different Yamaha “worlds” and spectacularly changed in jaw-dropping style to suit whichever segment was being presented.

The Global Press Première wowed the 700 members of the international press, Yamaha distributors and VIP guests at the venue, but what really helped to ensure its full global impact was that the entire event was streamed live and broadcast for the first time ever live on SKY Sport MotoGPÔ, channel 208 on the Italian Sky platform: a strategic media partnership organised with the Sky Sport Italia management by Connexia for Yamaha Motor Europe.

As Yamaha Motor Europe’s social media agency, Connexia produced the online and social media live streaming and also managed all the full-length live coverage on all the brand’s social media properties and the live social media coverage on the Yamaha stand at the 2018 EICMA.

The real star of the opening evening was the new Yamaha Ténéré 700 adventure bike. The adventure riding community has been champing at the bit for a glimpse of this bike, which is tipped to become the queen of the 2018 EICMA.

Unveiled to the world in an elaborate laser light show complete with atmospheric smoke and a world-class rider, the Frenchman Adrien Van Beveren and Yamalube Yamaha Official Rally Team rider at the 2019 Dakar Rally, the Yamaha Ténéré 700 was one of many new models on show. Others included the Yamaha 3CT Prototype, a revolutionary prototype three-wheel scooter; the new Yamaha X-MAX IRON MAX sport scooter; the Yamaha R125 and R3 supersports (the R3 is also available in a GYTR racing version); the revolutionary new Yamaha NIKEN GT three-wheel motorcycle, and the new Yamaha XSR XTribute scrambler from the iconic “Faster Sons” family.

The highlight of the evening was when the première ventured into Yamaha’s enthralling world of adventure with step-by-step highlights from the Ténéré 700 prototype’s exhilarating journey through four continental stages on its World Raid Tour, an adventure that wrapped up in Milan with the unveiling of the new Yamaha Ténéré 700 production bike that will be available in all official Yamaha dealerships in 2019.

The final highlight of the evening was a real surprise: the limited GYTR edition of the Yamaha YZF-R1 supersport queen, which will be given solely to a select few in the racing world. Yamaha Motor designed it to celebrate the twentieth anniversary of the brand’s famous Superbike and as a tribute to Yamaha’s long list of wins at the legendary “Suzuka 8 Hours” endurance race. Only twenty bikes have been made with many outstanding features, including a special paint scheme dedicated to the official GYTR team, which recently won the world’s biggest 8-hour race.

“It’s a real thrill to be partnering Yamaha at the EICMA for the eighth time,” said Paolo D’Ammassa, the CEO of Connexia. “Automotive was the first industry with which we worked. It’s a tradition of expertise for Connexia that embraces a multitude of activities with everything from strategic and editorial support to individual launches, and content creation to managing and moderating social media channels. Renewing our partnership with Yamaha year after year validates our integrated approach and passion for creating relevant content, content that can communicate well across all channels and dovetails flawlessly with our ongoing innovation. We know the best way to communicate the brand because we’re at home in the motorsports world and we know how to celebrate Yamaha’s values with events custom designed to fulfil all its communication and business needs.”

In addition to rally champion Adrien Van Beveren, there were many other top riders at the première, such as the Pata Yamaha Official WorldSBK team rider Michael Van der Mark on the new Yamaha YZF-R1 GYTR, the super-talented Italian R125 and R3 Cup Winners, Matteo Vannucci and Kevin Arduini, and Yamaha’s first official Indonesian rider, Galang Hendra Pratama, the top-tipped WorldSSP300 rider for 2019.

The 2018 Yamaha Global Press Première was also a first for Yoshihiro Hidaka, the new president of the Yamaha Motor Corporation, and an opportunity to officially introduce Frenchman Eric de Seynes as the new president of Yamaha Motor Europe on the most important stage in the motorbike world.

The evening was presented by the British sports journalist Immy Barclay. She is a hugely popular television presenter in the UK and this was her first time working with Yamaha Motor Europe.

Watch the highlights of the Global Press Première at https://youtu.be/hzjjNGlNwRU