Direct Star Promo, Case study BEST SPECTATOR by Cake

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market France
Agency Cake
Creative Director Stephane Lecoq - Alban Penicaut
Art Director Christelle Bochet
Strategic Planner Thomas Roffé
Released July 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: DIRECTSTAR
Product/Service: BRAND PROMOTION
Creative Director: Alban Penicaut (Cake Paris)
Copywriter: Thomas Roffé (Cake Paris)
Art Director: Christelle Bochet (Cake Paris)
Account Manager: Sebastien Perrier (Cake Paris)
Strategic Planner: Thomas Roffé (Cake Paris)
Event Producer: Christelle Fontaine (Havas Event)
Client: Nathalie Lacan (Direct Star / Bolloré Intermedia)
Media placement: Event - DIRECT STAR - 1st of July 2011
Media placement: Event - Direct star - 2nd July
Media placement: Event - Direct star - 14th July
Media placement: Event - Direct star - 15th July

Summary of the Campaign
Direct Star, a French entertainment TV channel is partnering 4 major music festivals during summer 2011.

How do you reach these music fans, as they absolutely do not care about brands during concerts?

We decided to offer them direct access to the stars thanks to a unique and entertaining experience: the Best Spectator!

If you scream louder than everyone you will meet your favourite artist after or before their gig!

The Situation
Direct Star is a new French TV channel that deals with entertainment and, more particularly, music.

The channel is partnering 4 major music festivals in France and wants to reach music fans in an entertaining way during these festivals.

The Goal
The goal was to promote the channel as the best musical program expert and provider in France.

The channel also wanted to prove that they understood what music fans like and want.

The Strategy
The insight:

During festivals, do fans really care about brands? No!

So we decided to offer them what they really want: to meet their favourite stars.

And the only way they could realise this dream was to scream as loud as they can!

It was a clear way to explain the 'meaning of the brand', Direct Star: Offer fans direct access to the stars.

We created 'Best Spectator', a unique experience set up in 4 summer music festivals in France.

The Best Spectator consisted of a studio booth with a microphone and a decibel counter.

The rule is simple: prove to us that as a fan you deserve to meet your favourite artist. 'The louder you scream, the closer you get to your favourite star.'

Documented Results
Thanks to Best Spectator by Direct Star, fans were able to meet international stars like Moby, Aloe Blacc, Martin Solveig, Selah Sue, and Kyuss.

The experience was set up in 4 festivals: Musilac, Eurockéennes de Belfort, Main Square Festival, les Vieilles Charrues.

About 10,000 participants (and many more who laughed about them)

According to a study carried out during these festivals: 3 out of 4 fans thought it was appropriate and fun.

Fans were broadcast daily on TV on Direct Star of course.