LA FORÊT - BET ON A MURDERER
|Client||FRANCE TÉLÉVISIONS - FRANCE 3|
|Category||C01. Use of Digital Platforms|
|Title||LA FORÊT - BET ON A MURDERER|
|Product/Service||LA FORÊT (TV SERIES)|
|Entrant||PUBLICIS CONSEIL Paris, FRANCE|
|Idea Creation||PUBLICIS CONSEIL Paris, FRANCE|
|Media Placement||PUBLICIS CONSEIL Paris, FRANCE|
|PR||PUBLICIS CONSEIL Paris, FRANCE|
|Production||HENRY Paris, FRANCE|
|Production 2||WINAMAX Paris, FRANCE|
|Production 3||PRODIGIOUS Paris, FRANCE|
|Additional Company||FRANCE TÉLÉVISIONS Paris, FRANCE|
|Fabrice Delacourt||PUBLICIS CONSEIL||Executive Creative Director|
|Kevin Salembier||PUBLICIS CONSEIL||Copywriter|
|Julien Boissinot||PUBLICIS CONSEIL||Art Director|
|Alexandre Perdereau||PUBLICIS CONSEIL||Assistant Art Director|
|Caroline Darmon||PUBLICIS CONSEIL||Business Director|
|Lou Leproux||PUBLICIS CONSEIL||Account Manager|
|Gwladys Woimant||PUBLICIS CONSEIL||Digital Producer|
|Guillaume Cartigny||PUBLICIS CONSEIL||Tech strategy adviser|
|Jean-François Clapeau||PUBLICIS CONSEIL||Editing|
|Marie Sloutchansky||PUBLICIS CONSEIL||Social Media|
|Nilou Soyeux||France Televisions||Communication director|
|Philippe Deloeuvre||France Televisions||Brand Director|
|Eric Rinaldi||France Televisions||Art Director|
|Valerie Manzic||France 3||Communication director|
|Laurent Sauvage||France 3||Communication director|
|Amélie Séchet||France Televisions||Advertising Manager|
|Ralph Hippocrate||France Televisions||Advertising Manager|
|Mathieu Porri||WINAMAX||Communication director|
|Winamax technical Team||WINAMAX||Winamax technical Team|
|Jean-Luc Bergeron||HENRY||Executive producers/ Co-Founders|
|Jean Ozannat||HENRY||Executive producers/ Co-Founders|
|Boris Nicou||PRODIGIOUS||Head of sound|
|Clemens Hourriere||PRODIGIOUS||Sound Producer|
|Sidney Guillen||PRODIGIOUS||Sound Engineers|
|Florentin Foucault||PRODIGIOUS||Sound Engineers|
Why is this work relevant for Direct?LA FORÊT- BET ON A MURDERER is a live betting second screen experience developed by french TV channel France 3 in order to promote the launch of its new crime drama : « La Forêt ». It turned a six episodes crime series into an interactive content which enabled the audience to place real bets on the murderer’s identity. Developed in partnership with betting platform Winamax and launched online, the experience included an interactive airing of the series enhanced by betting odds which appeared on screen and evolved in real time depending on the plot and the character’s actions.
BackgroundFrench TV channel France 3 was ready to launch its brand new TV drama : « La Forêt ». A crime series about a young girl found murdered, and where a whole village becomes suspect. The TV channel wanted to promote this yet unknown series (first season) and create a maximum of attention around it. But how do you generate conversation around this new crime drama, when the market is already inundated with series ?
Describe the creative idea« I bet he’s the murderer » We’ve all said that while watching a twist-filled crime drama. To promote the launch of its new series, France 3 bounced on this universal insight and set an interactive second screen experience allowing each viewer to take real bets on the series murderer’s identity. Making La Forêt : the first TV series where anyone can bet on the murderer’s identity. As soon as it was launched the idea instantly caught the media’s attention. The impressive media coverage soon reaches the audience, who naturally brought the project and talked about the series onto social medias. Trailers and live posts were placed on both TV and social media in order to drive the audience to the experience. With a special targeting on series fans and gamblers communities.
Describe the strategyWith this universal insight (betting on the murderer’s identity while watching crime fictions), we know the idea will instantly catch the media’s attention. The impressive media coverage soon reaches the audience, who naturally brought the investigation and talked about the series onto social medias. To support the organic buzz, trailers and live posts were placed on both TV and social medias in order to drive the audience to the experience. With a special targeting on series fans and gamblers communities. These trailers and posts also presented characters from the series, with their exact same series’ odds at the moment they were broadcasted.
Describe the executionTo create this interactive experience, France 3 built a unique partnership with famous French betting platform WINAMAX. Together they developed an interactive airing of the series, in which the many suspects would appear on screen with their betting odds matching their suspicion level. These odds evolved in real time, depending on the plot and the character’s actions. Built for a fictional program for the first time, a unique betting algorithm enabled the viewers to live bet on the murderer’s identity each airing night of the series, on the dedicated website lacotedususpect.fr (mobile & desktop) With its strong gamblers audience, the WINAMAX partnership also helped to drive more and more people to this interactive version of the series.
List the resultsLaunched last November, this innovative interactive experience instantly caught the media’s attention and triggered an impressive coverage. The project has then naturally been brought onto social media by the audience. Ultimately generating more earned media exposure for the series, and one of the TV channel's best audience figures for a fictional program. • 76.2 million media impressions • 15 minutes spent in interaction with the experience on average • 63.5% from mobile users • 13.4 million viewers in 3 weeks for the series • +9.5% viewers for the TV channel (France 3) on the month • 852 winners bet on the right murderer • 21 014€ total gain
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