Pmu: THE BIG RENOVATIONS

Credits & Description:

Advertiser: PMU
Agency: PUBLICIS CONSEIL
Category: Best Use of Ambient Media: Large Scale
Advertising campaign: THE BIG RENOVATIONS
Copywriter: Bangaly Fofana (Publicis Conseil)
Art Director: Benoit Blumberger (Publicis Conseil)
CCO: Olivier Altmann (Publicis Conseil)
Account Manager: Anne-Celine Bloch (Publicis Conseil)
Account Manager: Anne-Sophie Rudas (Publicis Conseil)
Creative Director: Olivier Altmann (Publicis Conseil)
Advertiser Supervisor: Pascal Drai (PMU)
Account Supervisor: Vincent Larnaudie (Publicis Conseil)
Advertiser Supervisor: Christel Mulet-Querner (PMU)
Advertiser Supervisor: Cyrille Giraudat (PMU)

Effectiveness
- This idea, as part of PMU "big earnings" campaign, contributed to change the perception consumers had of betting - Stimulating existing gamblers / new gamblers with the idea Horse-Betting can change your life, the campaign really boosted the PMU business (a real challenge knowing how big this business was already and PMU is historically a leader on this market).>For the 1st time in history, PMU achieve a 10 billions turnover>+4,5% on PMU Horse-betting business >+2% of market shares - from 83% to 85%.

Strategy
• What were the business, marketing and communications objectives that lay behind the case?-People are convinced that if they want to get really rich, their only solution is to play lottery. -Horse-Betting is not really considered a solution to win a large amount of money-Our objective / challenge : change this belief and make PMU horse betting considered as a bet that can really make you earn money and change your daily life ?• Describe the target audience and their relationship with the brand-People who play lottery, thinking PMU is a cool horse betting brand but that will never make them rich.• Explain the unique insight that shaped the idea-One of the first thing people want to change when they win a huge amount of money is their house/appartment.• How was it relevant to both the client and the target audience?-By showing in an obvious and immediate way how much winning at horse-betting can impact real life.

Execution
-The idea : oversize the "real" gain materialization-Media Idea : use the canvas covers that protect buildings during rehabilitation as a huge poster that serves our purpose.