Biiiip

“At least when you’re watching CANAL+, you’re not in front of the TV!”

This iconic CANAL+ tagline has never been more relevant.

But if CANAL+ subscribers aren’t watching TV, what exactly are they watching? A content platform? A streaming site? VOD? Who really understands all that jargon? The easiest way to explain it is to reference the platform everyone knows: Netflix. But since it’s borderline illegal to mention Netflix in a CANAL+ commercial, we decided to bleep it out every time it’s mentioned. That way, we’re talking about Netflix… without ever actually saying it.

The saga

To introduce CANAL+ as a true content platform, we created three films featuring Kad Merad, one of France’s most beloved actors, trying to understand what a “content platform” actually is. The result? A “Biiip” ad.

One “Biiip” of a campaign

• Improved image among 18-35s : 52% (post-test CSA, Nov 2019)
• Increase in subscription intent among exposed prospects : +13% (post-tests CSA, Nov 2019 vs Q4 2018)
• Unique visitors on MyCanal : +44% (2.3 million unique viewers Nov 2019) (Médiamétrie Netratings)

(sources chiffres