The Mission: protect an iconic brand The Challenge: global surveillance The Solution: develop a brand surveillance tool The Results: greater control over the brand's image

1. AIR FRANCE TAKES CONTROL OF
ITS BRAND AND MONITORS ITS
PERFORMANCE ON GOOGLE
MISSION
CHALLENGE
PROTECT AN ICONIC BRAND
GLOBAL SURVEILLANCE
Air France is the second largest airline in Europe, with
77.4 million passengers carried in 2012. The company
successfully attracts consumers to its brand and
products through frequent online and offline ad
campaigns.
Air France ad campaigns cover over 80 countries in
many languages. Those attempting to hijack the brand
name are often regional or local players, or affiliates strictly forbidden from using the brand name or its
derivatives to their own profit - trying to find ways
around the mandates of the Air France acquisition
teams.
Being a powerful brand means it is also much coveted.
Since September 2010, at which time Google opened up
the purchasing of brand names as keywords on its
search engine, other players in the market frequently
attempt to position themselves on the "air france"
keyword. These players, be they affiliates, distributors
or competitors, hope to benefit from the highly
qualified traffic generated by this keyword to drive their
own sales. While exact estimates are difficult to come
by, it's clear that losing control of their brand name
exacts a heavy toll on the airline in terms of lost
revenue.
To remedy this, Air France turned to Keyade, which
already managed its paid search campaigns, to find
solutions that would allow it to gain more control over
purchases of its brand name online.
Keyade identified several surveillance focus areas:
- cover over 80 Google country domains
- the languages for each domain
- dates and times observed
- geolocation
- the presence or absence of the Air France brand in
the advertisement itself (forbidden by Google)
The analysis must meet the needs of a variety of Air
France teams: The marketing team must control the
message to consumers, while the acquisition team
manages costs and revenues. Local teams are
interested in following the aggressive tactics adopted
by competitors in their country in order to evaluate
their impact on sales. Lastly, the company's legal
department needs concrete evidence should it need to
take action.

2. AIR FRANCE TAKES CONTROL OF
ITS BRAND AND MONITORS ITS
PERFORMANCE ON GOOGLE
SOLUTION
RESULTS
DEVELOP A BRAND SURVEILLANCE TOOL
GREATER CONTROL OVER THE BRAND'S
IMAGE
To meet Air France's request, and after studying the
existing tools on the market, Keyade decided to develop
its own technological solution. This new tool monitors
the brand continuously, in all concerned markets, and
in all languages. Geotagged web searches are
performed randomly, and fraudulent ads are identified
and analyzed.
The impact of the Keyade tool manifest both at the
advertising and financial levels.
Air France has established better control over its brand
by means of highly specific information about third
parties misusing the brand name for their own
purposes.
The tool's intuitive interface displays results in
realtime, and lets users play with the data according to
their specific needs.
The software allows the Air France acquisition team to
identify and report observed instances of hijacking of
its brand on a particular Google platform. Screenshots,
captured automatically by the software, provide the
company with proof of these abuses.
The brand keyword purchased on Google acts as a
major catalyst for the company's offline ad campaign
investments. By continuously monitoring its brand, Air
France now has the means to prevent other players
from piggybacking on its global marketing efforts.
Air France has been using the tool daily since it was
first launched on March 26, 2013. Those misusing or
hijacking its brand name can now be identified. Each
week, the acquisition team generates a report on the
ten most affected markets. It periodically sends the
information it collects to Google, along with proof of
fraudulent activity, allowing the latter to take
appropriate action. For their part, the company's legal
teams send formal cease and desist notices to the
concerned third parties, to prevent infractions from
reoccurring.
65
COUNTRIES CONTINUOUSLY
TESTED AND MONITORED
Air France is the second largest airline in Europe, with 77.4 million passengers in 2012. The airline serves 230 destinations in 113 countries. With an online
turnover of more than 2 billion euros in 2012, it is one of the leading French companies on the internet.
Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated
technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its
client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.
In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).
Headquarters: Keyade, 8 rue du Sentier, 75002 Paris, France
Simplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339
207—CNIL (National Commission for Information Technology and Privacy) no. 1244457
www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13