Loredana CostantinoUSA Marketing & E-Commerce Director

“My congratulations to all who made this successful. It was clear to us when you all came to our market that

you were committed to attaining good performance and you have achieved it. Job well done to all!”

Keyade saw this challenge as a burden of proof. Proof that centralized management improves efficiency and maximizes turnover. This was a challenge on several levels.

Firstly, linguistic, as the project covered 30 languages spread out over 72 countries and a range of cultures.Secondly, technical, as Keyade had to be responsive and provide a management solution that took into account each market, its routes, its handling, and its competition.

Lastly, political, as Keyade had to reassure each country by proving that not only could centralization yield better results but also provide greater proximity than decentralized management.

CONVINCE THE MARKETS

CHALLENGE

Online and offline advertising media management was historically decentralized between the many countries served by Air France.

In 2011, as part of its multinational corporate strategy, Air France reviewed its digital marketing organization. In order to improve its results, the company wanted to test new approaches.

Its main goal was finding an organization that would provide the best value for cost. At first, Air France outsourced the management of advertising media to a global agency with an operational contact in each country. Then, the company experimented with a regional approach to Asia: a collaborative regional hub between Air France and a regional agency. In both cases, coordination proved too complex.

The last scenario to run was handing the management of advertising media to a centralized agency, with a centralized operational contact. It was for this last test that Keyade was called upon.

CENTRALIZE IN ORDER TO BOOST ONLINE SALES

MISSION

AIR FRANCE: BEST ORGANIZATIONIS CENTRALIZATION!

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Europcar, Jumeirah, Redoute and Voyages-SNCF.

In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris, FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

Air France is the second largest airline in Europe, with 75.8 million passengers in 2011. The airline serves 230 destinations in 113 countries. With an online turnover of more than 2 billion euros in 2011, it is one of the leading French companies on the internet.

+100% TURNOVER IN THE GEOGRAPHICALAREA MANAGED

RESULTS+100% TURNOVER IN THEGEOGRAPHICAL AREA MANAGED

Air France accepted Keyade's centralized solution for two reasons.

The first was financial. Between September 2011 and September 2012 the revenue from SEM in the geographical area managed increased of 100%. At the same time, management costs were reduced, and the long tail was automated, making it possible to expand the number of searched routes.

The second was organizational. Keyade operates an extremely flexible management, with high communication levels and immediate action taken. The impact is also measured in terms of time saved and cohesive reporting.

SOLUTIONCUSTOM TEAM AND TOOLS

Faced with this challenge, Keyade proposed the following solution.

Its operational team consists of local account managers covering the following languages: English, French, Spanish, Italian, Japanese, Chinese, Portuguese, German, Arabic, and Russian. For the secondary languages, we have set up over the years an external team of freelancers. This centralization enables rapid sharing of experience and best practices.

To organize market feedback and relay seasonality of sales or promotions, processes were established between Keyade and the client partner countries to ensure communications were fast and efficient. An early-warning system was even created to inform us when one of the client's sites was no longer available, in order to immediately suspend the affected campaigns.

In addition, tailor-made dashboards were created to allow each country to connect to a customized interface and download reports updated in real time. The technology also provided a centralized view of all countries, thanks to homogenous results.

Finally, Keyade carried out the automation of the Air France long tail: combinations of extremely rare and precise keywords which have a very high conversion potential.

AIR FRANCE: BEST ORGANIZATIONIS CENTRALIZATION!