Six years after its creation on the radio, the “Les conseils d’Amélie” infomercial concept is now being deployed on the Web and at the heart of cross-media operations.

How a simple infomercial radio feature transformed into a multi-support communication tool.

Do you know Amélie? In her daily features, this radio presenter invites a specialist to talk about a product. A cross between disguised advertising and directed information, the radio infomercial has contributed to the success of nutritional supplements.

Phytalgic’s success? “It’s partly due to our radio campaign,” admits Philippe Barillon, “we used a new tone to approach consumers.” To put it plainly, Phythéa chose the infomercial as its communication technique…