Phéromone to advise UdeM on its institutional Web strategy

Montreal, October 19, 2011 – The Université de Montréal (UdeM) will be revising its Web strategy with the help of Phéromone.

The university is gearing up for a thorough review of its institutional Web strategy and the use of its portal to better meet student needs and expectations. The university has decided to conduct a strategic review to better define the objectives for each type of client and the strategy for reaching these goals.

“We chose the Phéromone team for its rigorous methodology and approach that focuses on the experience of different users, not just on the Web but also on social networks, phones and tablets,” explains Martine Lafleur, Director of the Université de Montréal’s Centre d’expertise Web and head of the project, which will involve close collaboration with the university’s Communications and Public Relations Office.
Students, professors and researchers are among the most demanding users on the Web. The Internet strategy will try to identify which interaction spaces the university should include in its Web ecosystem so that it can create a dialogue with these different clients, and ensure these spaces evolve over time as needs change.

“The Université de Montréal is one of those innovative organizations that understand that the Internet is now a key component in any business strategy,” said Philippe Le Roux, President of Phéromone. “We’re proud to have been chosen to assist them in defining their vision, objectives and measuring points of their future success on the Web and on social networks.”

Phéromone is a marketing agency firmly entrenched in the new conversational and participatory paradigm that is changing society. It helps businesses redefine their business models and refine their marketing strategies around consumer interactions. Founded 15 years ago, Pheromone is now one of the ten leading advertising agencies in Quebec. Over the years, the agency has racked up countless successes for its clients. It has also attracted over 50 experts whose passion, diversity and work experience provide a unique strength to the team.

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Source: Pheromone, the interaction agency
Information: François de Margerie – francois@pheromone.ca – 514-599-5712 x 326 ]]> http://www.pheromone.ca/en/news/press-releases/pheromone-to-advise-udem-on-its-institutional-web-strategy/feed 0 http://www.pheromone.ca/en/news/press-releases/pheromone-launches-a-mobile-application-for-cultural-industries-and-their-sponsors http://www.pheromone.ca/en/news/press-releases/pheromone-launches-a-mobile-application-for-cultural-industries-and-their-sponsors#comments Thu, 14 Apr 2011 21:19:40 +0000 arnaud http://www.pheromone.ca/en/?p=742 Pheromone launches
a mobile application for
cultural industries and
their sponsors!]]>

Pheromone launches a mobile application for cultural industries and their sponsors!

Montreal, April 14, 2011 – With the support of the Canada Media Fund, Pheromone has developed a mobile application generator that allows users to socialize with friends around cultural events. This innovative product offers producers of festivals, cultural events and TV shows a mobile application that increases their engagement with their audience, offers them a great deal of visibility on social networks and is an additional source of revenue.

Sports channel RDS has premiered this technology with today’s launch of Cardio Fan, the first application created with the Pheromone generator. Cardio Fan allows Montreal Canadiens fans to share playoff game fever with Facebook friends and benefit from GM’s sponsorship as it promotes the latest edition of the Cruze via this innovative medium.

Producers can licence similar applications from Pheromone customized for their context and their needs. “These applications allow them to inexpensively generate buzz around a one-time event or series, delivering viral promotion on social networks and offering sponsors a showcase that is second to none,” Philippe Le Roux, president of Pheromone, said.

Pheromone developed the mobile application generator from its innovative multiplatform development technology that resulted from three years of R&D related to the smartphone and tablet market. Each of its applications is available in versions optimized for iPhones, BlackBerrys, Android phones, iPads 1 and 2 as well as Android tablets.

Pheromone
Founded 16 years ago, the agency has broadened its recognized expertise in interactivity to include brand strategy and creation. Using a marketing model based on consumer interactions rather than traditional modes of communication, Pheromone (pheromone.ca) has become one of the ten leading advertising/marketing agencies in Quebec.Its many clients include: Via Rail Canada, Sympatico, RDS, Club Med, Tourisme Québec, ARTV, UQAM and Loto-Québec.

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For more information:

Linda Lévesque
Communications, Pheromone
Tel.: 514 393-3178 / 1 877 393-3178 ; mobile : 514 242-8909
llevesque@lcom.qc.ca ]]> http://www.pheromone.ca/en/news/press-releases/pheromone-launches-a-mobile-application-for-cultural-industries-and-their-sponsors/feed 0 http://www.pheromone.ca/en/news/press-releases/pheromone-chosen-to-advise-and-support-loto-quebecs-web-team http://www.pheromone.ca/en/news/press-releases/pheromone-chosen-to-advise-and-support-loto-quebecs-web-team#comments Mon, 04 Apr 2011 17:41:08 +0000 arnaud http://www.pheromone.ca/en/?p=724 Pheromone chosen to
advise and support
Loto-Québec’s web teamMontreal, March 31, 2011 – After a major invitation to tender, Pheromone has won the mandate to advise]]>

The Molière on Twitter campaign wins a grand prize in San Francisco

Montreal, March 31, 2011 – After a major invitation to tender, Pheromone has won the mandate to advise and support Loto-Québec’s digital communication services team in user experience, e-marketing, Flash and web programming, content management, ergonomics and user testing. This is a high-stakes mandate, particularly since this department manages close to 20 websites in addition to a variety of digital communication projects, such as newsletters, digital displays and e-learning.

“We are proud to be selected by Loto-Québec,” Philippe Le Roux, the agency’s president, said. “This model of supporting the web team that we have been using with a number of customers, including RDS and Tourisme Québec, allows organizations to take advantage of our wide-ranging expertise, while increasing their production capacity.”

The mandate
The user experience on Loto-Québec’s websites is central to the mandate. The experts at Pheromone will perform ergonomics tests and support the Loto-Québec team with web and Flash design to make sure that visitors have the best experience possible. Pheromone’s design methodology involves the entire user experience―visual, ergonomic and functional―and is based on measurable results, tests and analyses.

To win this mandate, Pheromone relied on its many solid references to demonstrate its skills, in particular its current user-centred design mandate for the Sympatico homepage, its artistic usage data visualization project for Bixi (www.bixart.ca) and the powerful Flash interface that it designed for the Pixman Nomadic Media mobile advertising network for the international Join the Wave campaign based on the popular response to the election of President Barack Obama.

To provide Loto-Québec a sense of how it designs its ergonomic tests, which, for Pheromone are an integral part of the creation process, the agency referred to test sessions that led to the creation of ARTV – Le fil (www.lefil.ca). All of these examples show that Pheromone has a highly skilled, creative team focused on the user and results.

Pheromone
Founded 16 years ago, the agency has broadened its recognized expertise in interactivity to include brand strategy and creation. Using a marketing model based on consumer interactions rather than traditional modes of communication, Pheromone (pheromone.ca) has become one of the ten leading advertising/marketing agencies in Quebec.

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For more information:

Linda Lévesque
Communications, Pheromone
Tel.: 514 393-3178 / 1 877 393-3178 ; mobile : 514 242-8909
llevesque@lcom.qc.ca ]]> http://www.pheromone.ca/en/news/press-releases/pheromone-chosen-to-advise-and-support-loto-quebecs-web-team/feed 0 http://www.pheromone.ca/en/news/press-releases/the-moliere-on-twitter-campaign-wins-a-grand-prize-in-san-francisco http://www.pheromone.ca/en/news/press-releases/the-moliere-on-twitter-campaign-wins-a-grand-prize-in-san-francisco#comments Mon, 04 Apr 2011 15:07:37 +0000 arnaud http://www.pheromone.ca/en/?p=674 The Molière on Twitter
campaign wins a grand
prize in San FranciscoMontreal, November 18, 2010 – Phéromone, a Canadian interaction agency, won a sought-after ]]>

The Molière on Twitter campaign wins a grand prize in San Francisco

Montreal, November 18, 2010 – Phéromone, a Canadian interaction agency, won a sought-after Bees Award in the category Best Use of Micro-Blogging Platform, for its campaign Molière on Twitter. The international prize was awarded in San Francisco at an event that gathered web 2.0 leaders from around the world.

When Molière seduces on Twitter
Molière wrote in one of his works: L’allégresse du coeur s’augmente à la répandre : The heart’s joy spreads far and wide. This idea drove the success of the marketing operation created by Phéromone to promote a major new production of the 17th-century French classic Le Bourgeois Gentilhomme, which was presented by Le Théâtre du Nouveau Monde (TNM), in Montreal in December 2009. In order to attract a new and younger audience, Phéromone brought three of the characters to life on Twitter. Over a one-month period, the Monsieur and Madame Jourdain, together with Monsieur Jourdain’s would-be mistress Dorimène, used individual Twitter accounts to interact in Old French verse. Staying in character, in the spirit of Molière’s wicked sense of humour, they commented on current events.

Convincing results
More than 600,000 people, equal to one third of the population of Montreal, were exposed to this campaign. As a result, the theatre handily beat it’s sales and im ages objectives. Our greatest challenge was to attract attention to a great theatre classic for an audience that is always on the lookout for new things. So we decided to take advantage of the conversational strength of social networks to demonstrate that Molière was relevant to contemporary society, pointed out André Bélanger, Vice-President, Strategy and Consulting at Phéromone.

A success recognized worldwide
Both the success of the campaign and its innovative character won over the jury of the Bees Awards, an international competition that rewards the best uses of marketing in social media. The 19 jury members, from 13 countries, had to decide between several hundred campaigns submitted by agencies and leading brands from 20 countries on five continents.

This campaign, which can be seen at www.pheromone.ca/moliere, had already been recognized by the Quebec advertising industry, which recently awarded Phéromone a Prix Media in the category Interactive Approach on a single Media.

Phéromone, The Interactions Agency
Thanks to its marketing model centred on the interactions of consumers rather than on institutional communication, Pheromone (pheromone.ca) has become one of the ten leading advertising agencies in Quebec. Its clients are local and international brands in different fields, notably tourism and media.

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For more information:

Linda Lévesque
Communications, Pheromone
Tel.: 514 393-3178 / 1 877 393-3178 ; mobile : 514 242-8909
llevesque@lcom.qc.ca ]]> http://www.pheromone.ca/en/news/press-releases/the-moliere-on-twitter-campaign-wins-a-grand-prize-in-san-francisco/feed 0 http://www.pheromone.ca/en/accomplishments/tnm-le-bourgeois-gentilhomme http://www.pheromone.ca/en/accomplishments/tnm-le-bourgeois-gentilhomme#comments Mon, 15 Nov 2010 21:24:07 +0000 arnaud http://www.pheromone.ca/en/?p=630 TNM - Le Bourgeois
GentilhommeCampagne gagnante aux Bees Awards 2010 (premier concours international sur les médias sociaux) pour meilleure utilisation d'un microblogue...
]]>

Théâtre du Nouveau Monde
Le Bourgeois Gentilhomme on Twitter

Prix Média 2010 from Infopresse in the category “Unique interactive media approaches”

Winner at The 2010 Bees Awards (1st international social media competition) for Best Use of Micro-Blogging Platform.

Classical theatre is often seen as old and corny by younger generations. Pairing the traditiobal with the modern, Phéromone, in association with ARTV, made the TNM a symbol of modernity by making Twitter the hub of a viral communications strategy where the characters from Le Bourgeois Gentilhomme came to life on this social network: in 140 characters or less, Molière’s characters introduced themselves over a month to a new clientele by tweeting away frivolously in classical French verse

Objectives
- Create excitement around TNM and its production of Le Bourgeois Gentilhomme and attract a new clientele to classical theatre.
- Learn to better take advantage of social networking and better understand client behaviours in a 2.0 environment.
- Support the sale of tickets for the 24 shows.

Solution
Traditional campaigns often convey a unique message in multiple media, while the social network of Twitter allows the delivery of multiple messages on one medium. In this way, Twitter was chosen as the hub for a truly innovative viral campaign:
- Three profiles were created – the Bourgeois, his wife and the Marquise – and social media hosts were hired to play them.
- Deceits, anachronisms, ribaldries and misunderstandings: they held nothing back. The characters not only interacted with each other but also directly with young Twitter users who were exposed to the verbal thrusts and parries of characters many of them did not know from Adam.
- The Twitter profiles were designed to reflect the personalities of the characters and link them to TNM.
- We identified the “influencers” on Twitter in Quebec (people with high Twitter ratings whose interests touched on technological innovation or culture).

Résultats
The protagonists attracted a total of 1,045 subscribers on Twitter and sent out more than 1,000 tweets. This generated a primary visibility of more than 60,000 people and a secondary visibility of more than 600,000 people.
- This use of Twitter, a medium that is by definition free, allowed TNM to invest in content rather than in media placement.
- Four shows were added during the campaign along with sold out rooms.
- The originality and never-seen-before character of the initiative had an impact extending Canada-wide in the Web media and the traditional press, equivalent to a placement campaign worth tens of thousands of dollars.

To better understand the size of this campaign, we invite you to watch the presentation video.

Smartphones: Blackberry and iPhone dominate
the Quebec market

Quebec market is essentially concentrated on three technology platforms: recent Blackberry models from RIM that support 3G, with 39% of the market, Apple’s iPhone, with 35% of the market, and smartphones based on the Google’s Android system, with 26%. The study shows that the owners of these smartphones use them overwhelmingly to access the web (69%) and for social networking (53%).

Over 11% of Quebeckers already have a smartphone, less than two years since the launch of the first iPhone in Canada. This rapid adoption is prompting more and more companies to invest to reach consumers in these new mobile interactive spaces. “Companies that are developing applications exclusively for the iPhone are reaching only 35% of their target market; the Blackberry and the Google Android represent the other 65%,” Philippe Le Roux, president of Pheromone, said. “We think it’s important to have an objective vision of the market to support our customers’ strategic decisions, which is why we commissioned the study.

Pheromone had market research firm MBA Recherche ask questions from March 23 to 25 as part of an OmniMax poll conducted with 1000 Quebec Internet users twice a month. Their answers showed the current place smartphones occupy as well as the behaviour of their owners.

The study revealed that 4.3% of respondents have Blackberry 3G phones, 4% have iPhones and 2.9% have 3G phones with the Android operating system. When asked about their use of these devices, slightly more than two thirds of respondents revealed that they use them to access the web. Of the smartphone owners interviewed, 53% use them for social networking applications such as Facebook, Twitter and Foursquare. More than half of them (58%) do so daily.

“Quebeckers have adopted smartphones even faster than they adopted the Internet, which took a number of years before exceeding the 10% penetration mark,” Philippe Le Roux said. “Smartphones with GPS functionality that enable geopositioning are becoming a powerful marketing tool for brands to reach consumers anywhere, at any time, including when they are shopping.”

Pheromone (pheromone.ca/en) is a Montreal-based agency that helps organizations redefine their business models and marketing strategies around consumers’ interactions. For the past 15 years, it has been amassing successes for its national and international clients and has a team of 70 experts whose passion and innovation are equalled by their professional maturity and experience.

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Information ::

Linda Lévesque
Communications, Phéromone
Tél : 514 393-3178 / 1 877 393-3178 ; cellulaire : 514 242-8909
llevesque@lcom.qc.ca ]]> http://www.pheromone.ca/en/news/press-releases/smartphones-blackberry-and-iphone-dominate-the-quebec-market-with-android-trailing-close-behind/feed 0 http://www.pheromone.ca/en/accomplishments/technology http://www.pheromone.ca/en/accomplishments/technology#comments Tue, 27 Oct 2009 20:19:21 +0000 arnaud http://www.pheromone.ca/en/?p=360 Research and
development (R&D)At Pheromone, some 15 people are dedicated to technological innovation, application development and web hosting.]]>

Research and development (R&D)

At Pheromone, some 15 people are dedicated to technological innovation, application development and web hosting.

Pheromone is making news

Our interactions with the media: the good news, the not-so-good news, the analyses and, as a bonus, our Quebec e-commerce Stats (the Indice du commerce électronique au Québec).

The team

Pheromone is a multicultural team of 70 people in over 15 fields of expertise, working together in synergy and in close collaboration with customers.