Dassault Aviation presented its latest FALCON 5X to a gathering of 450 VIPs and journalists in their production workshop at Mérignac. Intentionally breaking away from traditional codes, the show put the prestigious company I could never be a dancer and 50 collaborators into the spotlight with an organic, aerial and interactive performance. The experience of flight and new dimensions were then tested by the participants through an experiential exhibition spanning 1000m2
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Last night, the agency won the GRAND PRIX KRÉA in the category of Internal Communication for the “Blend Dates 2014” event for Nespresso France.
Mission accomplished for the 2015 Pass pour l’Emploi
After directing the Pass pour l’Emploi for the third consecutive year, Lever de Rideau gives the floor to Sandrine Dhellemmes, Director of Inclusion and Mission Handicap Société Générale.
Under what conditions was the Mission Handicap created?
This department was established in 2007, in line with the Disability Act of 11 February 2005. The team now consists of six people who provide support for recruitment, integration and job retention, as well as instruction and staff awareness training using an industry that’s adapted and protected.
What are your objectives?
Firstly, we seek to ensure the job retention of our employees with disabilities. Our actions can be one-off with the provision of materials or suitable software, and other cases necessitate specific support in connection with occupational health. We also assure that career management takes into account the specific situation of each employee with a tailor-made training plan.
Why organise a job fair to people with disabilities?
There’s a strong push to connect people with disabilities to the working world. The first edition of the Pass pour l’Emploi was in 2009, on the forecourt of La Défense where the Société Générale has its headquarters. This project started from a point of statistics – the unemployment rate for people with disabilities is 20%. And 80% of graduates with disabilities do not continue their studies.
The first indicators of the 2015 edition are positive – an increase in the number of partner businesses, visitors, round table discussions, testimonies… How has Lever de Rideau assisted you with this?
We capitalised on the content from the 2014 edition and published a ten-point appeal corresponding to a summary of the discussions. This was the anchoring message of the communication campaign “Osons L’Entreprise Handi-Compétente “ (Daring to be a Handi-Capable Company) and central focus of an increased ambition for the 2015 Forum.
The main priority is still the recruitment of people with disabilities. Building on the materials from 2014, we were able to construct an event that has reached a greater audience. The integration of digital materials, innovation and a new generation has given rise to new formats, enriched models…
Do you think the media event promotes a change of mentality and accessibility practices regarding the employment of people with disabilities?
Pass pour l’Emploi is the only event other than ADAPT that’s organised by a business on this theme. The primary objective was to attract the public, promote meetings and to make disability commonplace. Beyond being a recruitment forum, it’s a vehicle for awareness.
The mid-March period has now become a time to speak about disability. The event attracts the attention of both traditional and social media and it’s a subject that creates a buzz for both readers and advertisers. More and more specialist supplements about disability are published around the event…
What is your assessment of these three years of collaboration with Lever de Rideau?
The first year was complex because an event about disability isn’t traditional. A knowledge of technical dimensions and accessibility is needed. To meet our expectations, Lever de Rideau did a tremendous job in which the team in charge of the project integrated a knowledge about disability and matters related to the material in order to become familiar with the subject.
With Lever de Rideau, the event immediately took on another dimension in both form and substance. For the second year, we stayed on this trend and continued with the format before reworking it and finding a new perspective for 2015…
Has the PPE initiative got a bright future ahead of it?
Pass pour l’Emploi has a future and it’s eagerly anticipated by the candidates, the businesses, and the employees of Société Générale.
After each edition, we need to take stock and we haven’t yet finished doing so for 2015, but this edition has been more than a success and will therefore influence the design of the next edition…
Vadim FELDZER, Head of Global Communications, Dassault Falcon at Dassault Aviation
Two launches in the same year, it’s quite rare for an aircraft manufacturer. After the 8X in December, what was the challenge for the 5X?
The development of two aircrafts in such a short period is an exceptional feat in the industry. The Falcon range has expanded and renewed at an unprecedented pace over the past two years. The positioning of the 5X and the 8X called for different types of events adapted to each aircraft. The Falcon 5X brand marks the arrival on the market of a new generation of hyper-spacious and innovative cabins created without compromising on performance, flexibility of use, and fuel efficiency, all of which Falcon are known for. The challenge for the rollout of the 5X was to emphasize the modernity and innovation of the program, unlike the 8X event which focused on the positioning of the flagship of the range.
Why did you choose the proposal from LDR?
The proposition from LDR impressed us with its quality and its creativity. It corresponded perfectly to the positioning of the product, breaking away from the look of the Falcon 8X event that took place a few months earlier.
Were your expectations met?
The responses from the clients and the specialist press have been very positive. The creative concept from LDR was daring and differentiating. The guests appreciated the freshness of the concept and the capacity of the business to completely renew the exercise in fewer than six months.
What were the clients’ reactions?
The market response has been very favourable, particularly in Europe and in the Middle East. An event like the rollout allows the interest of the media and the clients to be refreshed in the middle of a development cycle which lasts more than five years, much longer than in other industries. The clients who showed their confidence following the announcement of the aircraft launch in 2013 have shared a lot of emotion with us during this presentation. It’s always a big moment when an aircraft leaves the workshop – it was even bigger on June 2nd.
What difficulties did you face during the 50 days of preparation?
The business aviation industry follows the rhythm of the calendar of events and the international aeronautical shows. The rollout of the 5X was organised in a particularly dense period around the Salon EBACE de Genève and the Salon du Bourget. The planning and organisational qualities of the LDR teams was very much appreciated as they produced a very ambitious event in this context. The great availability and proximity of our respective teams allowed all difficulties to be overcome with relative ease and they were able to limit the budgetary excesses that come with complex projects in which issues can easily multiply.
What have you taken away from the experience?
The final scene of the arrival of the aircraft preceded by 50 employees, technicians and engineers accompanied by a troupe of dancers will be a strong image that will stay with me for a long time. The style and the pace, borrowed from fashion runway shows, was a great success. Moreover, this is the sequence we chose to present in a video clip of the event which was released on our website and social media the following day – dassaultfalcon.com
How would you summarise your relationship with Lever de Rideau?
Our organisation and our resources allow us to work with small yet very creative teams who are both responsive and experienced. The skills possessed by the LDR project team met these criteria and allowed us to work under these optimal conditions.
A final word?
In an era of web and social media, an event formerly limited to an audience of several hundred people now has a global reach with a much greater potential for the product promotion to have a better impact. The success of the rollout of the 5X is also evident in its wide publication in countries such as China where social media such as webchat can offer an extraordinary visibility.
The 3Ds Partner Forum is a hybrid meeting whose primary objective is to think about the world of tomorrow. Plenaries, an experiential forum, demo spaces and speed networking – all the ingredients to bring together the “Play Button” community and its 900 partners. The highlight of the event was a chic Parisian evening at the Ecole Nationale des Beaux-Arts.
High praise for the new video by Jonayd Cherifi and Marin Troude who offer a poetic vision of Paris at night criss-crossed by a solitary skater accompanied by enchanting music from Zbigniew Preisner.
Prana is an interactive light installation created by the creative studio B-Reel and exhibited at the Fridman Gallery (NY). Using radar technology, Xethru respiration sensors and 13,000 LEDs, this sculpture changes the intensity of its lights according to the breathing patterns of visitors. To enhance the experience, One Thousand Birds has created ambient sound.
The team at SelgasCano has created a multicolour pavilion for this year’s annual “Serpentine Gallery Pavilion” which took place in London. Made from patched fabric remnants and threads that resemble spider webs, this installation was assembled to create a “secret corridor” inspired by the chaotic structure of the London Underground.