Redefining
creativity
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Volkswagen's "Sans Émission" campaign successfully transformed unexplored late-night TV slots into an innovative media platform. Featuring Pier-Luc Funk, the brand ambassador in Quebec, the campaign promoted Volkswagen's ID.4 model.
Thanks to strategic pre-promotion and collaborative execution with Bell and Noovo, this campaign blurred the lines between reality and fiction, capturing the attention and enthusiasm of Quebec viewers. The primary goal was to raise awareness about Volkswagen's electric vehicle offerings in a province largely dominated by Tesla.
Awarded multiple times by the industry, including at the Concours Idéa and M&M awards, this campaign also won a Silver Lion at Cannes. To learn more about the behind-the-scenes of this bold campaign, we interviewed Émilie Bertrand, Associate Director on the account.
Hi Émilie! Can you tell us about the collaboration with Bell?
Émilie: Two years before the campaign took place, the idea was born with the creative agency. The real question was: can it be done? Bell was the only broadcaster with available "off-air" slots, so we naturally approached them with our idea. They immediately jumped on board; the collaboration with them was truly a charm! The idea was to create a fake show, and Bell proposed several tailored solutions, navigating through our constraints. They showed great flexibility, both in terms of the release date and budget.
Did Volkswagen fully embrace the project?
Émilie: Honestly, convincing Volkswagen was a challenge! The clients wondered why pay for a nighttime broadcast when there’s no audience at those hours. But we believed so much in this project that we didn't give up, and perseverance paid off! After four to five presentations to the clients, the campaign was accepted at the end of April 2024, for a June release. Our long-standing relationship with Volkswagen certainly played a crucial role. When I was told that Noovo had approved and filming was starting, I couldn’t believe it! In the end, the clients are very happy with the success of this beautiful project!
"Sometimes an idea lands on your desk which you just know is so creative and so original that you have to simply buy in. the Touche team was incredibly passionate and diligent to get this project over the finish line; always keeping their spirits up even when faced with continuous headwinds. They were an absolute pleasure to work with – as always – and were integral to the successes of ‘Sans Emission’."
- Mark Dick, Director of Retail Marketing, Volkswagen Canada
Did Pier-Luc really shoot for 4 hours?
Émilie: One of the key elements of the campaign was Pier-Luc Funk’s participation. In fact, we produced 45 minutes of content spread over four hours. It was a mix of scripted segments and improvisation. Convincing Pierre-Luc was not difficult; he jumped on board right away. It was clearly in his wheelhouse.
Do you have a fun fact to share about the campaign's conception?
Émilie: For the launch of the "Sans émission," we mimicked the launch codes of a classic series. We contacted influencers to share the show live on their social platforms to attract an audience. The morning after the broadcast, an influencer contacted us saying he had set his alarm for the wrong night and missed the broadcast. It made us laugh; it’s not often you have to set an alarm to watch a show in the middle of the night!
And finally, how does it feel to win a Cannes award?
Émilie: It still feels unreal to me how big a Cannes Lion is! It really caps off my career in advertising beautifully. For my colleague Vincent, who is just starting his career and worked closely with me on this campaign, it’s incredible! Seeing this project we believed in so much and worked so hard on being recognized by the industry is a great pride for us.
To learn more about the campaign and read the case study: https://www.touchemedia.com/en/our-work/sans-emission/
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Four times a year, we invite you to our Data for Breakfasts, an opportunity to bring together our clients and discuss hot topics in the industry. Here's our key takeways from the last edition.
The television and video industry is undergoing important transformations, presenting both challenges and opportunities for advertisers. Our focus for this edition of our Data for Breakfast was to explore these changes and understand how to effectively navigate the evolving landscape.
Linear TV is Here to Stay
Recent research by the Institute of Practitioners in Advertising (IPA) has highlighted the power of video in enhancing brand metrics such as awareness and purchase intent. Video not only drives short-term ROI but also has substantial long-term benefits.
Today’s video landscape comprises several key formats:
Linear TV: Traditional scheduled viewing on television.
BVOD (Broadcast Video on Demand): Streaming options provided by traditional broadcasters. Ex: Tou.tv
SVOD (Subscription Video on Demand): Platforms like Netflix and Disney+ offering ad-free content for a subscription fee.
AVOD (Ad-supported Video on Demand): Free content supported by ads, available on platforms like YouTube and ad-supported tiers of SVOD services.
The lines between these formats are increasingly blurred. For instance, many SVOD platforms now offer ad-supported options, making them functionally similar to AVOD.
In English-speaking Canada, SVOD subscriptions have surpassed linear TV, a trend that started about six years ago. However, linear TV still commands the highest weekly consumption, especially among older demographics. Despite the growing subscription base for SVOD, there has been a slight decline in 2023, indicating possible subscription fatigue or the impact of rising living costs.
Traditionnal TV remains a vital component of the media mix. It continues to attract significant viewership, especially for sports, news, dramas, and reality programs. Premium events, such as the Bye Bye show in Quebec, still draw massive audiences.
Traditional broadcasters are adapting by offering new advertising formats like in-play ads during live sports, countdown ads at the start or end of breaks, and creative overlays during credits. Self-serve platforms like Cynch allow advertisers to target specific audiences and track campaign performance, enhancing the precision and effectiveness of TV buys.
The shift towards Connected TV (CTV) has accelerated in recent years. The rise of on-demand services and internet-enabled TVs has transformed the way audiences consume content. Demand-side platforms (DSPs) like DV360, The Trade Desk, Amazon, and Yahoo have made it easier to integrate CTV into overall video strategies, allowing for data application, frequency management, and inventory access through auctions or reserved buying.
Exclusive content partnerships, such as Amazon’s deal for Monday Night Hockey and Fubo TV’s rights to the English Premier League, are attracting new viewers and enhancing platform appeal. Additionally, CBC's plan to offer Olympic content programmatically through The Trade Desk exemplifies the growing integration of live events into digital platforms.
However, the fragmented nature of these platforms presents challenges in deduplicating users across different services. While measurement tools are not yet perfect, the high attention and growth of CTV make it an essential part of the video strategy. Innovations such as ads overlaid on paused content and curated content sponsorships are examples of new formats gaining traction.
Achieving the right balance between different video formats involves considering various factors such as cost, targetability, and frequency of purchase. Unified measurement remains a challenge, with agencies citing the lack of cross-screen measurement as a barrier to growth. Solutions like Numeris VAM provide valuable insights but have limitations, particularly in distinguishing between subscription and ad-supported viewership.
So what can we do with what we have now? Omnicom Media Group's proprietary planning tool, OMNI, leverages audience propensity data, channel reach curves, and attention norms to create effective media plans. The tool helps in balancing the mix of premium, curated, and open inventory to optimize cost per second viewed.
Looking ahead, the video landscape will continue to evolve, with linear TV maintaining its significance despite declining viewership. The digital boom presents new formats and opportunities, but the industry must strive for unified metrics to measure media performance accurately.
Addressable television in Canada lags behind the US due to infrastructural and regulatory challenges. However, the integration of linear TV with digital video, precision targeting, and data-driven optimizations will drive future growth. As advertisers push these boundaries, a holistic approach to video will emerge, blending the strengths of both traditional and digital formats.
We believe, the evolution of TV and video requires a nuanced understanding of the landscape, strategic use of data, and an adaptable approach to media planning. By staying attuned to these changes, advertisers can effectively navigate this dynamic marketplace and maximize their reach and impact.