Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: CANAL +
Product/Service: CANAL +
Agency: RAPP
Chairman: Stéphane Raoul (Rapp)
Creative Director: Guillaume Paquin (Rapp)
Deputy Managing Director In Charge Of The Creation: Damien Frossard (Rapp)
AD: Christophe Petitjean (Rapp)
AD: Emeric Pouzenc (Rapp)
Copywriter: Nicolas Rendu (Freelance)
Copywriter: Sandra Gominet
: Stéphanie Ginies (Rapp)
: Amélie Ponchau (Rapp)
: Céline Ferreira (Rapp)
: Anne Cabanne Pourtavassoli (CANAL+)
: Claire Lardeau Sipos (CANAL+)
: Sophie Tchatchoua (CANAL+)
: Nicolas Alibert (CANAL+)
Media placement: Webcasting (Internet) - - - 09/09/2011
Media placement: Day Of Shooting - - - 10/10/2011
Media placement: Screening - - - 03/11/2011
Describe the objective of the promotion.
CANAL + is a major player in pay TV in France and Europe. As a premium brand, it shows its appreciation to subscribers by offering unique experiences that illustrate the relational promise of ‘extending the TV experience with the best in entertainment’.
But in an increasingly competitive market context, the brand needs to reinforce perceived value of its pay service offering and to go even further in the experience offered to subscribers (even more premium, with more exclusives and more experiences)
CANAL + wants to lay the foundation stone for this future evolution by creating a participatory event allowing subscribers to live a genuine experience.
Describe how the promotion developed from concept to implementation.
We came up with The Great Embed (La Grande Incruste), a concept that immerses subscribers into the heart of CANAL’s most iconic programmes: enabling them to be embedded into the Original Creations. And to reinforce the perceived value of this operation, we turned it into a high-profile media event reaching the general public, which makes the subscriber experience not only a lever for loyalty but also for acquisition.
Explain why the method of promotion was most relevant to the product or service.
The Great Embed is a truly professional casting session, an unforgettable acting experience, and perhaps even a chance to be talent-spotted…
Throughout ‘The Great Embed’, CANAL+ found the best way to demonstrate to its subscribers that it could make them live unique experiences.
Describe the success of the promotion with both client and consumer including some quantifiable results.
In short, The Great Embed is a truly professional casting session, an unforgettable acting experience, and perhaps even a chance to be talent-spotted…
Throughout ‘The Great Embed’, CANAL+ found the best way to demonstrate to its subscribers that it could make them live unique experiences.