Fin 2021, DDB Paris a signé une nouvelle campagne avec ARTE. La chaîne culturelle européenne continue ainsi sa stratégie lancée en 2020 et se place en tant que plateforme de streaming gratuite et accessible à tous.
Une histoire naissante entre DDB Paris et ARTE
Depuis l’an dernier, Arte a choisi DDB Paris pour l’accompagner dans sa communication publicitaire. La chaîne avait un but principal : conquérir de nouvelles audiences !
« Toutes les études démontrent « une bienveillance passive » du public à l’égard d’ARTE. On s’accorde tous pour dire qu’ARTE propose des contenus de grande qualité, mais regarder Arte est encore injustement associé à un devoir de curiosité, et l’incroyable richesse de l’offre est encore méconnue. L’enjeu est le passage à l’acte. Il faut passer du respect au désir en activant toutes les opportunités pour faire d’ARTE un réflexe naturel : profondeur et diversité de l’offre, variété des thématiques, liberté de choix dans la façon de regarder, diversités des formats… » Xavier Mendiola, Directeur Général de DDB Paris.
En 2020, leur campagne leur a même permis de remporter un prix Effie !
Une campagne qui joue sur les codes du secteur
Dans la lignée de sa campagne de 2020, ARTE se positionne dans l’univers des plateformes de streaming en jouant avec les codes du secteur ! Cette fois-ci, c’est des codes d’accès dont il s’agit.
Cette nouvelle stratégie leur permet alors d’atteindre une nouvelle cible : les 15 / 34 ans qui regarde d’ailleurs de plus en plus ARTE.tv.
Leur nouvelle stratégie ? Faire un clin d’œil aux campagnes de leurs concurrents !
Et oui, à la manière dont Burger King et Mac Donalds se vouent une guerre publicitaire, Arte lance une perche à Canal + ! Après les récentes campagnes de Canal + avec BETC au sujet de ses codes, Arte reprend le concept mais cette fois-ci : “Bonne nouvelle, on est tous abonnés”. En plus de cela “Le 1er mois est offert, et les suivants aussi”.
Alors, qu’avez vous pensé de ce coup de com ?
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