Title	#LIVEBIRTHOFAFOAL
Brand	EQUIDIA LIFE
Product/Service	EQUESTRIAN TV CHANNEL
Category	A06. Events & Experiential (incl. stunts)
Entrant Company	FF PARIS, FRANCE
Advertising Agency	FF PARIS, FRANCE
Advertising Agency 2	KIDS LOVE JETLAG Paris, FRANCE

Name	Company	Position
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

Today, more than 60 % of French people declare to like horses (37M of people): A huge opportunity for Equidia, the unique French thematic channel dedicated to the equestrian sports. The business objective is firstly to recruit new TV viewers among a mass target, and secondly to build his leading platform ‘make only one with the horse'. After the success of The Norwegian slow TV operation where half of the population watched a train chumming from Oslo to Bergen, we wanted to offer this kind of show to French people. Therefore, we created the first 24 hours slow TV in France. But we also wished to show something impressive; and what is most spectacular and beautiful than a birth? What is more adorable than a foal? So we combined both and offered the French people the opportunity to share the magical moment of a foal’s birth live! 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.

The Brief

The Business objective is firstly to recruit new TV viewers among a mass target, and secondly to build his leading platform ‘make only one with the horse'. After the success of The Norwegian slow TV operation where half of the population watched a train chumming from Oslo to Bergen, we wanted to offer this kind of show to French people. Therefore, we created the first 24 hours slow TV in France. But we also wished to show something impressive; and what is most spectacular and beautiful than a birth? What is more adorable than a foal?

Execution

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.

The Strategy

So we combined both and offered the French people the opportunity to share the magical moment of a foal’s birth live!