Behind The Work

A STREAMING STATEMENT

Communications Project Manager
This October, Havas Village Geneva worked in lockstep with European broadcaster CANAL+ to launch its first ever brand campaign in Switzerland with “La Punition,” an ad that spotlights CANAL+’s Cinema and Series streaming, live sport, and classic TV channel offerings.

Roxane Roullier, Head of Brand Communication, and Gabriel Mauron, Co-managing Director and Creative Director – both at Havas Village Geneva – gave Dare! an inside look at the campaign and spoke about their experience integrating humour into advertising.

Tell us a little bit about the campaign and its objective?

Yes! For context, CANAL+ decided to launch its first brand campaign in Switzerland to raise awareness about CANAL+ Suisse, the only platform that offers not just Cinema and TV series in streaming but also live sport and classic TV channels. This last point is important and is a big point of differentiation because in Switzerland, even classic TV channels are very expensive.

Our main objective was to improve the awareness of Canal+ positioning and its competitive advantage as it’s not as well known in Switzerland – the market is mainly driven by huge national actors such as Blue by Swisscom or international big players such as Netflix, Sky, and Disney+.

Why did Canal+ feel the need to consolidate its position in Switzerland with a first filmic campaign for its Swiss market?

The market for streaming platforms has increased dramatically over the last few years – so our work with CANAL+ Switzerland needed to differentiate the brand and assert itself as a unique and essential player in the world of entertainment. Through this tongue-in-cheek story, we showed consumers the extent of the CANAL+ Switzerland catalogue with humour and precision. The campaign, thanks to our media department, is supported by a retargeting message (an offer) which informed customers that with the CANAL+ platform, you get access to a wide variety of content at the same place for the right price.

“The market for streaming platforms has increased dramatically over the last few years – so our work with CANAL+ Switzerland needed to differentiate the brand and assert itself as a unique and essential player in the world of entertainment.”

The film was directed by BIRTH Productions’ Hugues de la Brosse, why was he a good fit for this project?

Hugues was involved in the script early on and he collaborated closely with the creatives, bringing sensitivity and a clever interpretation of humour to the project. He also challenged and pushed the production company to get the best out of the shoot and stayed heavily involved through all the post-production parts. Each detail was important and created a unique atmosphere, which can be distinctly felt in the final result – a critical piece of the puzzle, given the high expectations behind a CANAL+ brand campaign. 

Do you think creating a funny or witty ad is harder work?

I don’t know if it is harder, but it is absolutely riskier. Humour is personal… and to be honest, we can’t say that the Swiss market is known for its sense of humour… ah ah ah. But on the other side, a successfully funny ad creates definite opportunity and can make a huge impact on consumers.

“Each detail was important and created a unique atmosphere, which can be distinctly felt in the final result – a critical piece of the puzzle, given the high expectations behind a CANAL+ brand campaign.”

What has been the response to the campaign?

Showing that mother knows best (as always) with this beautiful mix of humour and truth, the responses were really positive. The witty – funny approach had the impact we wanted, and we got a lot of feedback that was overwhelmingly enthusiastic. Right now, the campaign is still on air – so stay tuned for more news about its impact on the brand.

Share This Article