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Photo credit: Carla Segues Photographer for YEGO Bordeaux
Our MSc 2 Communication, Advertising & Digital Strategy and MSc 2 Events & Public Relations students have been working throughout their school year on the YEGO Challenge. The two classes, divided into 8 groups of 6 students, took on the role of 6 competing agencies and competed to present the best possible strategy to the company YEGO Bordeaux.
YEGO Bordeaux, the concept
YEGO Bordeaux is a fleet of 140 electric scooters in Bordeaux. Connected and geolocated, they ensure maximum security for their users. With more than 30,000 registered users and 1,400 daily trips, YEGO is part of a CSR approach with zero CO2 emissions.
Accessible and economical, the service is available without commitment and provides daily and local maintenance. 50% of the users are between 18-25 years old and 34% are young professionals. In this respect, YEGO is a hyper-connected service and offers an equally responsive customer care.
The Challenge and its stakes
Each of the teams – competing agencies – had to respond to the company’s development challenges and bring in new opportunities.
Customer loyalty, development of the YEGO MOTOR CLUBcommunity , company reputation, attractiveness, Quality of Life in the workplace; many were the challenges our students had to meet. Reassuring, meeting and training future users, but also getting the right user message across while maximizing the attractiveness of the service and respecting a defined budget; these were the objectives targeted by our students.
Challenge met with flying colors
The jury was composed of Olivier Aureille, Director – YEGO Bordeaux ; Loic Roma, Community Manager – Studio ASC ; Adrien Horrenberger, Head of Operations & Railway Operations – New Aquitaine Region; their program directors Marcello Roudil & Guillaume Macher as well as Nathalie Coiquaud of the BancPublic Agency and Alexandre Acker of Studio Palace, project managers and supporters. They evaluated them on their strategies – ideas, action plan, return on investment – but also on their creations and presentations.
The jury selected 3 finalists and then one winning team. Each finalist received gifts and promotional offers from YEGO. Congratulations to the winning team !
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