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).
Afnic is the acronym for Association Française pour le Nommage Internet en Coopération, the French Network Information Centre. The registry has been appointed by the French government to manage domain names under the .fr Top Level Domain. Afnic also manages the .re (Reunion Island), .pm (Saint-Pierre and Miquelon), .tf (French Southern and Antarctic Territories), .wf (Wallis and Futuna) and .yt (Mayotte) French Overseas TLDs.
In addition to managing French TLDs, Afnic’s role is part of a wider public interest mission, which is to contribute on a daily basis, thanks to the efforts of its teams and its members, to a secure and stable internet, open to innovation and in which the French internet community plays a leading role. As part of that mission, Afnic, a non-profit organization, has committed to devoting 11% of its Revenues from managing .fr Top Level Domain to actions of general interest, in particular by transferring €1.3 million each year to the Afnic Foundation for Digital Solidarity.
Afnic is also the back-end registry for the companies as well as local and regional authorities that have chosen to have their own TLD, such as .paris, .bzh, .alsace, .corsica, .mma, .ovh, .leclerc and .sncf.
Established in 1997 and based in Saint-Quentin-en-Yvelines, Afnic currently has nearly 90 employees.