Safran relies on youtubers for its Vendée Globe communication

Digital communication is essential on the Vendée Globe. Safran has understood this and is counting on two young youtubers to widen its audience.

Immersive Experience

Beyond the traditional presence on social networks and 360° videos that are developing in all teams, Safran is launching an innovative interactive support. To promote a competition with cardboards and HTC Vive VR helmets to be won, the Safran Sailing Team is offering an interactive video during which users can regularly choose between several scenario options. Like a video game, the spectator explores Morgan Lagravière's IMOCA through the device entitled Safran Immersive Experience.

Reaching a new target

As young people turn away from traditional media, Safran, like many companies, is turning to alternative internal channels. The company has teamed up with Axelle & Selim, a couple of youtubers who run a channel dedicated to travel. The tone is deliberately offbeat and typical of youtube. In this way, it wishes to strengthen its reputation among a"young target group with a passion for adventure".

Extending a web strategy

This video is in line with the team's web strategy, which will obviously relay Morgan Lagravière's entire Vendée Globe on facebook, twitter, instagram, youtube and its dedicated website.

In internal communications, Safran is also betting on digital and is offering 1,500 Virtual Regatta packs to its employees to take part in the Vendée Globe's vital regatta against the real IMOCA Safran.

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