In order to meet the multi-brands challenge and surf on Quebec popular culture, we created our own tailor-made advertising ecosystem: The Milky Sitcom.
The Milky Sitcom is a series in 16 episodes of 45 to 90 seconds announced as a real sitcom where we could follow the playful stories of a family of dairy farmers from Quebec.
A first in the advertising world in Quebec!
We managed to create our own advertising medium from scratch: thus camouflaging the advertising aspect so that Quebecers become attached to the characters in the series. Our strategy has been tied up tight enough so that all the tactics looks like a real top show.
Step 1: Enable Curiosity
Step 2: Create a Daily Appointment
Step 3: Create Intrigue
Step 4: Encourage binge-watching