| Title | #LIVEBIRTHOFAFOAL |
| Brand | EQUIDIA LIFE |
| Product/Service | EQUESTRIAN TV CHANNEL |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
FF PARIS, FRANCE
|
|
Contributing Company
|
FF PARIS, FRANCE
|
|
Contributing Company 2
|
KIDS LOVE JETLAG Paris, FRANCE
|
Credits
| Fred/Farid |
KIDS LOVE JETLAG (FF GROUP) |
Chief Creative Officers |
| Marc Badinand/Laurent Toth |
KIDS LOVE JETLAG (FF GROUP) |
Executive Creative Director |
| Alice Faure-Brac |
KIDS LOVE JETLAG (FF GROUP) |
Art Director |
| Grégory Jugé |
KIDS LOVE JETLAG (FF GROUP) |
Director |
| Isabelle Constant |
KIDS LOVE JETLAG (FF GROUP) |
Agency Supervisor |
| Ludovic Chevallier |
KIDS LOVE JETLAG (FF GROUP) |
Brand Supervisor |
The Campaign
First of all, we sent 600 birth announcements to all the major media to announce the operation. Even before airtime Equidia received a lot of attention from all the national media. A dedicated and customized online channel was set up for the day of the event to broadcast the 24 hours live show. It was also relayed on many social networks like Facebook, Twitter and Periscope. With Twitter, Equidia engaged with its audience even further: people could propose names of the expected foal and follow the birth with the evolving trending topic, a new tool designed especially for the event.
The operation successfully combined digital experience and classical TV that were completing each other.
Thanks to a strong and coherent media mixing ecosystem including press, digital, PR, ePR strategy (specialized in big media), strong interaction on the social networks (Twitter, Facebook, Instagram) and innovating devices on Dailymotion and Periscope, the LIFE operation showcased Equidia as a truly modern channel, capable of offering innovative contents.
- LIFE (#NaissanceDunPoulainEnDirect) generated more than 19 million impressions.
- Over 3 700 tweets in 24 hours from journalists, influencers, brands and viewers.
- 14 000 new fans on Equidia’s Facebook page (13 weeks worth of recruitment in only 24 hours.)
- 42 000 viewers between 11PM and 9AM on the TV channel.
- 3,2 million views since the beginning of the operation on Dailymotion.
- 27 000 viewers connected at the same time during peak audience.
- 1,3 million connections during the live show.
- Over 45 articles from the major French media.
- 30 000 « hearts » collected on Periscope and 4 000 unique viewers on the app’s homepage during the show.
A huge opportunity for Equidia, the unic French thematic channel dedicated to the equestrian sports.
The Business objective is firstly to recruit new TVviewers among a mass target, and secondly to build his leading platform ‘make only one with the horse »