Alice Holzman/Aurélie Stock-poeuf/Coline André/Olivier Le Gallo/Julien Beytout/S
Canal+
Account Executive
The Brief
CANAL+ is a TV Channel recognised for providing quality entertainment
and original programs but it is also a historic channel in the
TV landscape: the brand is 30 years old, expensive and suffers from the
arrival of new competitors like Netflix.
Yet its programmes and services have changed: they are more digital
and modern and fit the needs and uses of today's customers, especially
a younger audience.
The objective of the campaign was therefore to prove the modernity of
the brand to a younger audience.
Campaign Success
The Interactive Form transforms the subscription form into an entertaining experience thanks to Catherine & Liliane,
the stars of 'Le Petit Journal', a favourite TV show of young
people.
They help you to fill in the form by asking
questions and commenting your
answers. Filling in a form has never been so much fun.
The campaign was launched on the social media of the brand and on the
CANAL+ website during 15 days. The timing was defined specially in
October, a period usually poor in subscriptions.
Describe the success of the promotion with both client and consumer including some quantifiable results
The engagement was total with 400 000 unique visitors, 20% more than
what we predicted.
The number of subscriptions has increased by 18% and over 10 000
emails were gathered.
More than 25 000 tweets and comments have been posted during the
operation.
The Image has been positively impacted as well since the social shares
were 100% positive and proved the target audience has been convinced
of the modernity of CANAL+ : 'smart', 'genius', 'fun'…
There were a lot of articles in both general media and specialized press
Explain why the method of promotion was most relevant to the product or service
The Interactive Form had a double purpose : to impact the image but also
to sell CANAL+ subscriptions during a period that is usually
low for business.
It is by essence an operation designed for promotion since it is based on
the subscription form to CANAL+. It takes a very basic tool of promotion
(the commercial website) and turns it into an experience that generates
engagement and transformation.
A special price for 1 year of subscription has also been set up for the
operation and to boost the participation to the experience as well as the
final transformation.