Canal+ tasked BETC Euro RSCG to create a campaign that would powerfully convey the depth and cinematic quality of its entertainment content. The client wanted to differentiate Canal+ by showcasing its compelling storytelling and exciting value, implying much more happens than just pressing a button. The challenge was to make viewers understand Canal+ offered truly special, immersive experiences, aiming to elevate brand perception and attract new subscribers.
Creative Idea
Canal+ created an elaborate world behind a TV's on button to highlight their compelling storytelling.
Canal+ created a playful and imaginative ad that reveals the complex, dramatic world happening inside a TV's on/off button when it's turned on, suggesting the brand's entertainment content is as exciting and cinematic as the creative scenario behind a simple light. The campaign humorously implies that Canal+ offers more depth and excitement than just pressing a button, using an elaborate behind-the-scenes narrative to demonstrate the brand's compelling storytelling and entertainment value.
Creative Strategy Deconstructed
Company
As a premium broadcaster with a heritage in high-end cinema, Canal+ has the creative authority to treat its brand identity with the same epic scale as a blockbuster film. They possess the production capability to turn a technical detail into a grand narrative.
Category
Broadcasting marketing typically focuses on functional utility, such as channel counts or hardware specs. Ads in this space are often transactional and dry, rarely exploring the imaginative or emotional experience of the technology itself.
Customer
Viewers are often bored by the routine of home entertainment and crave a sense of wonder. They want to feel that their subscription isn't just a utility, but a portal to something extraordinary that justifies a premium price point.
Culture
A growing cultural fascination with 'Easter eggs' and the hidden complexity of digital life made audiences receptive to imaginative lore. This tapped into the zeitgeist of high-concept storytelling where even the smallest details have epic importance.
Company
As a premium broadcaster with a heritage in high-end cinema, Canal+ has the creative authority to treat its brand identity with the same epic scale as a blockbuster film. They possess the production capability to turn a technical detail into a grand narrative.
Category
Broadcasting marketing typically focuses on functional utility, such as channel counts or hardware specs. Ads in this space are often transactional and dry, rarely exploring the imaginative or emotional experience of the technology itself.
Strategy:
Dramatize the mundane act of turning on the TV to position Canal+ as a gateway to epic cinematic depth.
Customer
Viewers are often bored by the routine of home entertainment and crave a sense of wonder. They want to feel that their subscription isn't just a utility, but a portal to something extraordinary that justifies a premium price point.
Culture
A growing cultural fascination with 'Easter eggs' and the hidden complexity of digital life made audiences receptive to imaginative lore. This tapped into the zeitgeist of high-concept storytelling where even the smallest details have epic importance.
Strategy:
Dramatize the mundane act of turning on the TV to position Canal+ as a gateway to epic cinematic depth.
Strategy Technique
Dramatize the Invisible Benefit
The campaign dramatizes the invisible depth and cinematic quality of Canal+ content. It makes the brand's entertainment value tangible and exciting, implying much more than a simple button press.
Explore Technique
Creative Technique
Create Fantasy Worlds, People and Things
The campaign crafts an elaborate, imaginative world inside a TV button. This ludicrous alternate reality visually represents Canal+'s deep, cinematic entertainment content.
Explore Technique
