Title | OLYMPICS GAMES |
Brand | FRANCE TELEVISION |
Product/Service | OLYMPIC GAMES |
Category |
A09. Media / Entertainment |
Entrant
|
PUBLICIS CONSEIL Paris, FRANCE
|
Idea Creation
|
PUBLICIS CONSEIL Paris, FRANCE
|
Credits
Olivier Desmettre |
Publicis Conseil |
Paris |
Jordan Lemarchand |
Publicis Conseil |
Paris |
Antoine Colin |
Publicis Conseil |
Paris |
Caroline Darmon |
Publicis Conseil |
Paris |
Lou Leproux |
Publicis Conseil |
Paris |
Gaetan Le Goff |
Carnibird |
Paris |
Wilfried Brimo |
Carnibird |
Paris |
Philippe Deloeuvre |
France Télévisions |
Paris |
Eric Rinaldi |
France Télévisions |
Paris |
Why is this work relevant for Media?
This is a totally new approach in advertising : making a film where everybody is trying to make the less noise possible allowed us to write a surprising comedy.
Background
France Télévisions is the official French broadcaster of the Olympics Games, taking place in South Korea.
The brief was to conceive an original trailer to counter a true issue : the broadcast is live starting 1 am, at a time where everybody doesn't watch TV anymore.
The objectives of the communication were to make people want to stay in front of their TV at night.
Describe the creative idea/insights
To announce the upcoming Winter Olympic Games taking place in Pyeongchang, South Korea, France Télévisions launched a new movie, almost silent from beginning to end playing on what seemed to be a drawback: jet lag.
The games were broadcasted in live starting at 1 am, while everybody in France was asleep.
This mechanism, supported by athletes of many disciplines of the Olympics, allowed to work on the kind image of France Télévisions towards its public while putting forward all the programmes put in place so that the audience can follow the games in live despite the jet lag.
Describe the strategy
The brief was to conceive an original trailer to counter a true issue : the broadcast is live starting 1 am, at a time where everybody doesn't watch TV anymore.
Describe the execution
This work is a trailer that was broadcasted on all France Télévisions channels during several weeks, prior the Olympic Games event.
List the results
France Télévisions reached 36.5 million viewers (cumulated audience) for the whole event - which is very impressive. And France 2 (the major France Télévisions TV channel) achieved with this event its best weekly audience of the year, with 14.1% audience share (PdA).