The Metrics Factory: "Esports is a lever in a global communication strategy" (A. Piron, Cetelem)

"What needs to be explained to employees is that esports is a lever in a global communication strategy. It's a growing sector that is not yet fully mature, compared to traditional social networks, and therefore presents opportunities at costs that are still under control. We wanted to be there before the others, to grow with the phenomenon because it did not require large investments to position ourselves," said Amélie Piron, head of media and brand strategy at Cetelem, a brand belonging to BNP Paribas, on 20/10/2022.

Amélie Piron spoke during a webinar entitled "Wake Up Your Audience: Gaming, esports: they've done it" organised by the agency The Metrics Factory, alongside Benjamin Taouss, sponsorship manager at Aldi, Alexandre Caby, head of brand at the French restaurant chain Flunch, and Alix Motard, marketing manager at Babybel (cheese products).

"It's necessary to adapt one's communication, compared to classic corporate communication, and to develop a programme of activations that speak to communities. You have to bend to the codes of the ecosystem: if you try to duplicate ideas…