The aim of the new on-line AFNIC communication campaign is to develop the market profile of .fr domain names. To do so, it was based on the latest brand equity tracking study for the .fr TLD, conducted in June 2010 by AFNIC, in which 3 out of 4 of the French respondents stated they spontaneously search for the website of a company with the .fr 1suffix.
The campaign, which goes on-line on 29 November, addresses prescribers – web and Internet agencies, webmasters, communication agencies and industry members, intellectual property consultants, etc. – involved in advising their clients in filing their domain names.
It is being deployed on the web, in traditional formats (banners) and events (presentation and branding of websites and home pages, etc.) and is visible on various strategic sites, such as 01 Net, Adverline, Clubic, Comment ça marche, E-Buzzing, Google AdSense, Hi Media, Linkekln, Stratégies, Viadeo or ZDNet. The campaign includes a download with a memo explaining why the choice of a domain name and its extension (.com, .net, .fr, etc.) are strategic in launching a communication campaign on the Internet.
The campaign was designed with the assistance of CoSpirit / MediaTrack (media buying and consultancy) and 1001 Rêves/Kartel (design and construction / development)
For further information on the campaign :
1Survey carried out by Metro-Panel for AFNIC from 3 to 15 June 2010 on a sample of 555 people representative of the population of French Internet users aged 18 and over. http://www.afnic.fr/actu/nouvelles/259/bilan-2010
(Association Française pour le Nommage Internet en Coopération )
Non-profit organization, AFNIC is in charge of the administrative and technical management of the .fr (France) and .re (Reunion Island) Internet domain names.
AFNIC brings together public and private members: representatives from the French government, Internet users and Internet Service Providers (Registrars).