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Edenred picks Spice Up to launch new brand

As part of the proposed demerger of Accor’s Hotels and Prepaid Services businesses, Accor Services was renamed Edenred on 8th June 2010. Spice Up used its expertise to create a unique French-based event in tune with the group’s new identity, with both internal and external activities.

Strong involvement of all stakeholders

Between 31st May and 7th June, the event marketing agency created a very unusual week for Edenred’s French employees. Decoration of the company headquarters, red carpets, teasing campaigns to boost teambuilding and give-aways themed around the red ball were all on offer. During that week, activities increased to prepare for the unveiling of the company’s new identity on 7th June by Jacques Stern, Deputy Chief Executive Officer and Laurent Delmas, Managing Director - France. In order to boost internal support and commitment for the new brand, it was important to involve all stakeholders, giving them an active part in the decision-making process.

A spectacular unveling

In Paris, the new corporate identity was presented in La Défense, Europe’s leading business district, symbolic of the company’s commitment to delivering well-being and motivation to the business and social communities.

On 4th June, a red ball was erected on the Place de la Défense, along with a giant countdown. For three days, hosts and hostesses handed out thousands of give-aways to the public to invite them to the final revelation on 8th June.

In the night between 7th and 8th of June, an Edenred village was set up on 2000m² around the red ball. The village had a cocktail corner, an open-air bar with berry juices and “Pink Crystal Bubbles” as well as deli counters offering breakfasts and healthy snacks to the general public. It also featured a Hallucinoscope tent (created by Gérard Majax) where members of the public could discover the world of Edenred through levitation. Finally, all simultaneous events held around the world for the brand’s public unveiling were shown on a large screen, with giant red balls serving as a backdrop.

On the morning of 8th June, hundreds of Edenred employees and many VIPs gathered on the Place de la Défense in a relaxed and cheerful atmosphere to unveil the new identity to all stakeholders. After a spectacular show featuring dancers and stilt walkers, the final countdown began before the logo’s official unveiling was done on the giant red ball.

Spice Up is an event marketing agency with international reach servicing a broad selection of clients across different industry sectors. We create tailor-made solutions, be it for an integrated programme or a single event, and apply a creative, organised, flexible and very human approach with a fast turn-around.