The division, baptized "S Comme Services," or "S For Services," offers to arrange baby-sitting, home cleaning, car washes, meal delivery and a range of administrative chores to residents of Paris and upper-end neighborhoods of the outlying suburbs.
The S Comme Services concept is similar in scope to a home cleaning service called "MyHome" that was trial-launched in 2000 in the U.K. by packaged goods giant Unilever.
While Unilever admits that its services package is at least partly aimed at raising awareness and creating demand for its home cleaning products, executives at S Comme Services say theirs is a "pure services" ploy aimed at capitalizing on one of Parisians' pet peeves: a lack of time for cleaning, shopping or running errands.
Advertising for S Comme Services launches in mid-April with a heavy outdoor campaign in the greater Paris region managed by TBWA Worldwide-owned BDDP & Fils, Paris, to be followed with a cinema campaign later this year.
The initial S Comme Services campaign focuses on winning clients for its prepared meal delivery service -- its most in-demanded service. The company will then seek to convert satisfied meal-delivery consumers to other parts of its offer, which includes 200 external service providers, including 120 restaurants and 80 other firms.
At present, the S Comme Services offer is available via telephone and online. Sunibel plans to extend availability to cable and interactive TV later this year, taking advantage of a partnership with leading cable operator Noos, also owned and operated by parent company Suez. -- Lawrence J. Speer
Copyright April 2001, Crain Communications Inc.