13eme Rue (13th Street): THE TARGET

Credits & Description:

Advertiser: 13ÈME RUE
Agency: BETC
Category: Retention
Client Management: Angélique Vaquie (13ème Rue)
Agency Management: Christophe Neyret (BETC)
Client Management: Johanne Nouchi (13ème Rue)
Director: Mathias Pardo
Art Director: Jordan Lemarchand (BETC)
Client Management: Leonor Grandsire (13ème Rue)
Chief Creative Director: Stéphane Xiberras (BETC)
Client Management: Fabien Sailant (13ème Rue)
Copywriter: Julien Deschamps (BETC)
Agency Management: Mathieu Laugier (BETC)
Agency Management: Mathilde Lançon (BETC)
Creative Director: Olivier Apers (BETC)
Photographer: Roman Jehanno
Agency Management: Jean Noël Perrin (BETC)
Client Management: Romain Gras (13ème Rue)

Execution
The creative execution is very specific to 13e rue. No other French channel can talk this way about media efficiency. The creative execution highlights the connection between the crime entertainment speciality of 13e rue and its ability to reach specific targets. For this kind of communication, media buyers are used to boring ads in professional press. The creative execution permitted to stand out in an unusual way. The unusual poster we sent was hung on media agencies walls, making media buyers think of 13e Rue everyday. The video we made allowed us to reach a wider audience and was a good PR tool.

Outcome
200 mailings sent Response Rate = 62%Articles in trade magazines and websites 10,000 hits on 13erueuniversal.fr/media one week after the operation 48 meetings set up

Client Brief Or Objective
13e rue is the crime entertainment channel. 13e rue wanted to communicate its media expertise to media buyers. Media buyers knew 13e Rue as the crime entertainment channel, but they didn’t consider it for their media plan. The objective was to stand out and make media buyers think of 13e rue as a good way to hit specific targets. To be efficient on this restricted audience, we were asked to do a BtoB mailing operation that would make a big impact

Implementation
We sent a black tube to media buyers. The tube contained some bullets and a poster-size shooting range target. Hit in the bull’s-eye, the target represented one of 13e Rue’s Media targets (Target Housewife 15-49 or Target Man 25-49). The message was simple : TO HIT YOUR TARGET RELY ON THE PROFESSIONALS.A web address on the poster allowed media buyers to access channel audience results and a video that showed how the poster was made… In the video, the 13e rue media team, heavily armed, shot the targets in a shooting range.