Canal+: The interactive form

Credits & Description:

Client: Canal+
Product: Canal+
Entrant: Betc Paris, France
Title: The Interactive Form
Product/Service: Canal+
Entrant Company: Betc Paris, France
Advertising Agency: Betc Paris, France
Advertising Agency 2: Betc Digital Paris, France
Executive Creative Director: Stéphane Xiberras (Betc)
Creative Director: Olivier Apers (Betc)
Creative Director: Ivan Beczkowski (Betc Digital)
Art Director: Simon Frankart (Betc Digital)
Copywriter: Romain Pergeaux (Betc Digital)
Conception: Esteban Lebouc/Clément Vidal
Development: - (60fps)
Account Executive: Bertille Toledano/Guillaume Espinet/Eugénie Valletoux/Adeline Belin (Betc)
Account Executive: Alice Holzman/Aurélie Stock-poeuf/Coline André/Olivier Le Gallo/Julien Beytout/S (Canal/)
Entry URL: http://theinteractiveform.com
Creative Execution
The Interactive Form transforms the subscription form into an entertaining experience thanks to Catherine & Liliane,
the stars of 'Le Petit Journal', a favourite TV show of young
people.
They help you to fill in the form by asking
questions and commenting your
answers. Filling in a form has never been so much fun.
The campaign was launched on the social media of the brand and on the
CANAL+ website. The timing was defined specially in
October, a period usually poor in subscriptions.
We measured the results on both image and engagement:
The engagement was total with 400 000 unique visitors, 20% more than what we predicted.
The number of subscriptions has increased by 18% and over 10 000 emails were gathered.
More than 25 000 tweets and comments have been posted during the operation.
The Image has been positively impacted as well since the social shares were 100% positive and proved the target audience has been convinced of the modernity of CANAL+ : “smart”, “genius”, “fun”…
There were many press articles in both general media and specialized press.
CANAL+ is a TV Channel recognised for providing quality entertainment but the brand is 30 years old, expensive and under attack by new competitors (Netflix).
Yet its programmes and services have changed: they are more digital and fit the needs and uses of today’s customers, especially the younger audience.
The objective of the campaign was to prove the modernity of CANAL+ to a younger and digital audience and to engage it as much as possible.
To convince them to subscribe to CANAL+, we decided to bring their favourite programme to the digital world and to make entertainment with the most boring touch point ever: the subscription form.
With CANAL+ everything has to entertaining: The Interactive Form transforms the subscription form into an experience as funny as the programmes of the channel thanks to Catherine & Liliane, the starss of “Le Petit Journal”, the favourite TV show of young people.