Category: Ambient Media (Large Scale)
Advertiser: CANAL+
Product/Service: CANAL+
Agency: BETC
Global Creative Director: Stéphane Xiberras (BETC)
Creative Director: Olivier Apers (BETC)
Art Director: Aurélie Scalabre (BETC)
Copywriter: Patrice Dumas (BETC)
TV Producer: Elodie Andurand/Michel Teicher (BETC)
Director: Jean-Brice Lemal
Production Compagny: (Rita)
Media placement: Ambient - Bois De Vincennes, Paris - 29/04/2012
Describe the brief/objective of the direct campaign.
CANAL+ is a French premium pay-TV channel, with a reputation for being THE movie channel in France as well as a pop culture referent. They asked us to promote the broadcast of the very successful movie Black Swan due to be shown in May.
The objective: create a stand-out event that would appeal to both existing and new customers.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea was to promote the film in a very specific way : a remote controlled talking black swan swimming among real white swans and ducks, disturbing passers-by. Controlled by 2 people (the pilot and the voice) the swan’s role was to disrupt the harmony of a very quiet park, and announce the movie programming.
3 hidden cameras filmed people’s reactions, to be shown on the CANAL+ website and on YouTube.
The idea: create people's interest + ugly duckling + unveil the programming.
Explain why the creative execution was relevant to the product or service.
As CANAL+ is a paying channel, we also wanted to promote the way that CANAL+ tell stories, their 'touch' that makes CANAL+ a unique brand.
As a metaphoric image of the movie, this event allows us to go further than the pure movie promotion: we gave a real experience of how CANAL+ is more than just a TV channel.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
As the film was only launched at the end of April we do not have quantifiable data but the first reactions, as well as the reactions in the videos are very enthusiastic.