Série “La flamme” : quand Canal + fait un énorme coup de com’

Affiche "La flamme" via Canal Plus Séries

S’il y a bien une série qui a fait parler d’elle en 2020, c’est elle : la sortie de la série « La flamme » sur Canal +. Vous n’en avez jamais entendu parler ? Pas de panique, voici un petit récapitulatif :

La flamme, c’est une série très (très) second degré réalisée par Jonathan Cohen. Le pitch ? Montrer les scènes qui peuvent s’avérer comiques au sein des séries de téléréalités très connues comme « Le Bachelor ».

Au sein de cette série sortie le 12 octobre 2020 : Jonathan Cohen alias Marc, jouant le séducteur de la villa. A ses côtés ? Des invités de marque tels que Pierre Niney ou Gilles Lellouche ainsi que des actrices connues comme Leila Bekthi, Adèle Exarchopoulos ou encore Florence Foresti ! Au nombre de 12, chacune d’entre elles entre dans la villa pour séduire le célibataire ténébreux.

  • « La vie lui a tout donné… sauf une copilote. Pendant neuf semaines dans une sublime villa, treize femmes vont s’affronter pour séduire Marc, pilote de ligne, et tenter d’allumer en lui… La Flamme. Alors, armez les toboggans, vérifiez la porte opposée… Marc va emmener ses prétendantes au septième ciel !»

Cette série proposée par Canal + séries à très rapidement fait parler d’elle. Focus sur cet énorme coup de com’ très réussi.

Quand La Flamme s’incruste dans les publicités de grandes marques

Pour promouvoir sa série, Jonathan Cohen n’a pas hésité à voir grand : pourquoi ne pas détourner les publicités TV et digitales de grandes marques ? Pari tenu pour CANAL+ Brand Solutions : l’Oréal, Seat ou encore Meetic se prennent au jeu et cette dernière deviendra même sponsor et partenaire de la série.

Dès le 22 septembre dernier, il était alors possible de voir Marc (J.Cohen) partout sur nos écrans, infiltrant des publicités connues. Une stratégie gagnant-gagnant puisqu’en plus de promouvoir La Flamme cela a permis aux trois marques de travailler sur leur image de marque : quoi de plus sympathique que montrer que l’on sait faire preuve d’autodérision ?

Meetic va d’ailleurs aller encore plus loin en proposant de discuter avec Marc sur leur application de rencontre. Une campagne de communication second degré qui entre parfaitement dans l’univers de la série et qui fut un très gros succès !

  • Les posts Facebook de L’Oréal Paris France enregistrent ainsi des taux d’engagement 2 à 3 fois supérieurs aux publications habituelles. Côté média, la campagne est relayée par de nombreux supports dédiés à la publicité (Stratégie, La Réclame, Culture Pub…), mais aussi par des médias plus généralistes (Madame Figaro, Première, Allociné…)

La série “La flamme” crée l’événement national

Lors du 4ème épisode de la Flamme, Marc découvre une fête nationale nommée la Jean Guile, en hommage à un très grand boulanger qui n’avait pas les bras assez longs pour beurrer ses tartines (oui, vous avez bien lu). Depuis, tous les ans, ce fameux Jean Guile est célébré partout en France. Comment ? En mangeant des tartines beurrées et en se déguisant n’importe comment.

Jonathan Cohen déguisé pour la Jean Guile dans l'épisode 4 de la Flamme sur Canal +
Jonathan Cohen déguisé pour la Jean Guile dans l’épisode 4 de la Flamme sur Canal +.

Cet épisode complétement loufoque n’est pas passé inaperçu pour les internautes. En effet, Canal + à fait de la Jean Guile un événement, tout ça en plein confinement. Comment ? Via la création d’un événement Facebook le 14 novembre.

Résultat ? Plus de 50 000 participants inscrits. Un joli coup de com de la part de Canal + Série qui a continué de partager et tweeter des mèmes ou autres contenus facilement relayables et attractifs même après la fin de la diffusion sur Canal +.

C'est quoi la Jean-Guile, cette fête fictive créée par la série La Flamme  (Canal +) qui fait le buzz sur Twitter ?
Tweet #jeanguile via @zmigouille

Sur TikTok, réseau social grandissant depuis le premier confinement en France, les acteurs de la série ont également souhaité une bonne Jean Guile à tout leurs followers.

(A voir ici)

  • « La fête apparaît même en tête de l’onglet “découvrir” de l’application TikTok et le hashtag #LaJeanGuile réunit plus de 337 000 vues »

Une campagne de communication réussie

Il est évident que le succès de cette série est au rendez-vous grâce à une campagne de communication efficace. Elle repose sur 3 piliers stratégiques : L’humour, des partenariats bien choisis et un plan de communication extrêmement bien ficelé aussi bien sur TV qu’en digital.

Sources : 

  • https://lareclame.fr/canalplusbrandsolutions-jonathan-cohen-laflamme-239144

  • https://hubinstitute.com/2020/DigitalBusiness/HUBDAY/Advertising/Replay-LOreal-CANALBrandFactory-SocialMedia-LaFlamme

  • https://www.danstapub.com/tag/canal/https://www.franceinter.fr/culture/bonne-jean-guile-a-tous-ou-comment-canal-a-fait-de-sa-serie-la-flamme-une-tendance-sur-le-web

  • https://fr.wikipedia.org/wiki/La_Flamme_(s%C3%A9rie_t%C3%A9l%C3%A9vis%C3%A9e)

  • https://www.danstapub.com/canal-jonathan-cohen-pubs-loreal-meetic-seat/

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