A notable lack of knowledge of the EU’s action

​Despite the achievements and projects financed by the European Union, creating millions of jobs, supporting hundreds of thousands of businesses and having an impact on the daily lives of hundreds of millions of Europeans, only 35% of the European population are aware of projects co-financed by the EU in their region.

Creating an engagement strategy to raise awareness in Europe

Yet when they are aware of the EU’s actions, 78% of Europeans have a positive opinion of them. Havas has therefore decided to raise awareness of EU programs by launching 50 regional campaigns in 7 countries (France, Italy, Greece, Austria, Sweden, Ireland, the Netherlands). In order to bring the European Union closer to its inhabitants, we favored a local approach, highlighting a flagship project in each targeted region, while at the same time designing a global communication campaign that could be adapted to local realities and languages through a key creative visuals. Thus, each campaign was the subject of media buying (poster and digital), partnerships with local influencers and press relations, allowing us to reach a large panel of European citizens.

Results: Positive outcomes that significantly improve the image of the EU​

• 70-90% of target audiences confirm their satisfaction with the campaign in their region.
• 65% of Eurosceptics rate positively the campaign’s ability to inform about the EU’s contribution.
• Over 700 million contacts generated.
• More than 40 influencing partnerships achieved.
• More than 25 media partnerships set up.
• More than 100 press mentions.

Capitalizing on a large-scale event

The designation of Marrakech as the host city for the 2023 edition of the IMF and World Bank Annual Meetings is highly symbolic, a true recognition of Morocco’s dynamism and the wealth of its many assets. In the run-up to the event, Morocco’s international communication challenges are therefore two-fold: to mobilize delegates and other stakeholders to come to Marrakech in October 2023 (around 10,000 finance and economic leaders from around the world), and to promote Morocco’s diversity and rich potential in many fields.

The implementation of an awareness campaign during the major meetings of the Bretton Woods institutions

In 2022, the Spring Meetings and Annual Meetings were held in Washington at the IMF and World Bank headquarters, representing a unique opportunity to promote Morocco as the next host country of the Annual Meetings and to inform the delegates present. Havas deployed a communication campaign to raise awareness among the delegations present by creating a dedicated information area on the country’s economic achievements with the distribution of documentation, the development of cultural events (photo exhibitions of young Moroccan artists, traditional music concerts, gastronomy, etc.) and the amplification of all these actions on social networks (publications and production of video capsules).

Results: a notable presence of Morocco enhancing its image among participants

• The vast majority of delegates are aware of the 2023 Annual Meetings in Marrakech and intend to attend – Many VIPs visited the information and entertainment areas including Kristalina Georgieva (Managing Director of the International Monetary Fund), Christine Lagarde (President of the European Central Bank) …
• More than 5500 delegates from over 60 countries visited the information areas receiving extensive documentation on the economic potential of Morocco.

Strengthening the economic and financial attractiveness of Cameroon

In the context of the diversification of the country’s economy, Cameroon wished to promote international investment and guarantee technical and financial support to economic operators involved in the implementation of structuring projects.

Highlighting investment issues for the country to high-level players  

With a concrete approach strategy in collaboration with the investment bank OneToFive Advisory, and in direct relation with the Presidency of the Republic of Cameroon, Havas organized a two-day international economic conference composed of :

• 7 round tables to assess the main issues, strengths and challenges of the Cameroonian economy and the role of the private sector in building an emerging Cameroon by 2035, with keynote speeches by experts and personalities.
• 1 one-day event dedicated to investors and punctuated by the presentation, during workshops, of 25 carefully selected structuring projects and the organization of bilateral ministerial audiences.

Raising awareness and tangible commitment 

• Publication of the Yaoundé Declaration at the end of the Conference, which highlights the resolutions adopted and the concrete commitments of the Cameroonian government: more than €400 million in financial commitments to three of the structuring projects presented.
• The participation of 30 prestigious speakers including Mohamed El-Kettani, Donald Kaberuka, Tony Elumelu, Baudoin Prot, Pascal Lamy, Ade Ayeyemi on 7 round tables.
• 20 ministerial audiences with 6 Ministers.
• More than 1000 participants, including more than 150 investors from 4 different continents.
• More than 20 international journalists and more than 200 press fallouts.

Operating a change in the perception of Qatar in France

In 2015, a significant hostility was being expressed in France against the State of Qatar. To positively evolve the image of the emirate in France, the Ambassador of the State of Qatar in France and the representatives of Qatari companies established in the Hexagon wished to strengthen and enhance the economic ties between the two countries by multiplying business synergies and boosting bilateral trade to position the country as a long-term strategic partner.

The creation of a think tank to strengthen the dialogue between the Qatari and French business communities

In order to establish a long-lasting dialogue between the business representatives of the two countries, Havas has created the “do-tank” Qadran, a genuine platform for exchanges and meetings between the Qatari and French business communities. Since 2015, Havas has been supporting the circle in its communication strategy and deployment by organizing high-level meetings with French and Qatari economic players, planning economic roadshows and delegations in the French regions and in Doha, publishing proprietary studies and promoting these actions to the French press.

Results: a committed community significantly improving the image of Qatar in France

• Realization of three barometer studies on the evolution and diversification of Franco-Qatari economic relations in partnership with prestigious schools such as HEC Paris and IRIS.
• Organized several economic roadshows and regional delegations on various themes (smart cities, smart mobility, tourism).
• Organization of several webinars and an annual seminar “Les Rencontres du Qadran”.
• Numerous networking events with French and Qatari institutional and business representatives.
• Press coverage of Qadran events and speeches of the Ambassador.
• Increasing membership loyalty through monthly meetings.

Franco-Turkish relations affected by an unstable political context

In 2008, relations between Turkey and the European Union (EU) were at an all-time low. French President Nicolas Sarkozy and his government were firmly opposed to Turkey’s accession to the EU, and the reluctance of French public opinion towards the integration of new countries into the EU had reached its peak. This represented a real risk for all trade between France and Turkey, particularly in economic circles.​

The implementation of a strategy to strengthen Franco-Turkish dialogue

The improvement of Turkey’s overall image in France could not be achieved through a single communication campaign, but rather through a long-term initiative aimed at amplifying Turkey’s influence and improving Franco-Turkish dialogue. This is why we supported the Turkish Industry and Trade Association (TÜSİAD), the largest business organization in Turkey, in the creation of the Institut du Bosphore: an independent think-tank, aiming to build economic links between the Turkish and French business, political and cultural communities. Since its launch, the Institute has become a space for permanent, free and objective exchanges and debates on geopolitical, economic, societal and cultural issues.

Results: a think-tank that has become an essential partner in France-Turkey relations

• 15 annual seminars, bringing together high-level French and Turkish personalities, organized since the creation of the Institute in 2008, and the organization of several dozen events (meetings of the scientific committee, debates and public conferences, etc.).
• A scientific committee composed of 50 prestigious members and co-chaired by Ümit Boyner, vice-president of TUSIAD and Augustin de Romanet, chairman and CEO of the ADP group.
• Hundreds of press coverage.

Institutionalizing a family success story and consolidating the communication of the AXIAN group

Hassanein Hiridjee took over the management of the family business in 2008. Under his leadership, the company grew significantly and successfully, expanding its activities to completely new sectors: real estate, energy, telecoms, banking, and financial services. It was now necessary to make the strategy clearer, affirm the group’s DNA, and create better intra-pole synergies. In 2014, Hassanein Hiridjee consulted Havas to define and implement a strategy capable of driving a clear and more positive image of the company and its leadership.

A structured and coherent communication strategy based on the production of positive content and messages

Havas International Consulting’s recommendation and first mission was to create an umbrella brand to encompass all the group’s activities behind a common promise and story (strategic planning, brand strategy and creation). Thus “AXIAN, Let’s grow together” was born. The company’s positioning evolved as its business development progressed, particularly geographically, and embraced the strategic turn initiated in 2018 around energy, financial and digital inclusion while focusing on positive impact and the creation of shared value. Havas International Consulting then contributed – and continues to contribute – to establishing the renown of this group, now an African champion, through strategic consulting, public relations, press relations.

Results: AXIAN is one of the African pioneers in inclusion and positive impact… Hassanein Hiridjee being identified as one of the continent’s most charismatic leaders

• x2 press coverage in 2022 compared to 2021.

• +500 mentions in international press, both print and online.

• Hassanein Hiridjee named CEO of the Year at the Africa CEO Forum.

• AXIAN’s established positioning as an African champion of inclusion and a driver of impact.

• Over-subscription of their bond issue in February 2022.

• Hassanein Hiridjee in the Top 100 Most Influential Africans in 2022,

• AXIAN in the TOP 500 first African companies, Jeune Afrique Ranking”