France Televisions Film, Digital, Case study La Foret – Bet On A Murderer [case film] by Publicis Conseil Paris

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La Foret – Bet On A Murderer [case film]

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Industry TV Channels/Radio Stations and Programmes
Media Film, Digital, Interactive & Mobile, Case study
Market France
Agency Publicis Conseil Paris
Production Prodigious
Released April 2018

Awards

Clio Awards 2018
Partnerships & Collaborations Product/Service Gold
Branded Entertainment Product/Service: Games Silver
Direct Product/Service: Digital/Mobile Bronze
Branded Content Product/Service: Digital/Mobile Bronze
Innovation Product/Service: Medium Innovation Bronze

Credits & Description

Client: France Televisions/ France 3
Client Managers: Nilou Soyeux, Philippe Deloeuvre, Eric Rinaldi, Laurent Sauvage, Amélie Séchet, Ralph Hippocrate
Agency: PUBLICIS CONSEIL
Executive Creative Directors: Fabrice Delacourt et Olivier Desmettre
Copywriter: Kevin Salembier
Art Director: Julien Boissinot
Art Direction support: Alexandre Perdereau
Account Managers: Caroline Darmon, Lou Leproux
Tech&digital strategy adviser: Guillaume Cartigny
Digital Production: Gwladys Woimant
Editing: Jean-François Clapeau
Social Media: Marie Sloutchansky
Partner: WINAMAX
Winamax technical Team: Alexandre Roos, Christophe Schaming, Mathieu Porri,
Sound Production: PRODIGIOUS
Boris Nicou, Clemens Hourriere, Sidney Guillen, Florentin Foucault
Published: April 2018
Short Synopsis:
France 3, one of the French national TV channels, was ready to launch its brand-new TV drama “La Forêt”, a crime series about a young girl found murdered, and whereby a whole village becomes suspect. To get people talking about this new crime drama in a market already inundated, the TV channel decided to take a look at the way we watch crime fiction. 
To promote the launch of La Forêt, France 3 and Publicis Conseil pounced on this universal observation and imagined an interactive second screen experience allowing each viewer to take real live bets on the series murderer’s identity.
In partnership with betting platform Winamax, France 3 developed an interactive airing of the series, in which the many suspects would appear on screen with their betting odds matching their suspicion level. These odds evolved in real time, depending on the plot and the character’s actions.
Built for a fictional program for the first time ever, a unique betting algorithm enabled the viewers to live bet on the murderer’s identity each airing night of the series, on the dedicated website lacotedususpect.fr (mobile & desktop).
Synopsis
French TV channel France 3 was ready to launch its brand new TV drama : « La Forêt ». A crime series about a young girl found murdered, and where a whole village becomes suspect. The TV channel wanted to promote this yet unknown series (first season) and create a maximum of attention around it. But how do you generate conversation around this new crime drama, when the market is already inundated with series ?

Strategy
With this universal insight (betting on the murderer’s identity while watching crime fictions), we know the idea will instantly catch the media’s attention. The impressive media coverage soon reaches the audience, who naturally brought the investigation and talked about the series onto social medias.

To support the organic buzz, trailers and live posts were placed on both TV and social medias in order to drive the audience to the experience. With a special targeting on series fans and gamblers communities. These trailers and posts also presented characters from the series, with their exact same series’ odds at the moment they were broadcasted.

Relevancy
LA FORÊT- BET ON A MURDERER is a live betting second screen experience developed by french TV channel France 3 in order to promote the launch of its new crime drama : « La Forêt ». It turned a six episodes crime series into an interactive content which enabled the audience to place real bets on the murderer’s identity.

Developed in partnership with betting platform Winamax and launched online, the experience included an interactive airing of the series enhanced by betting odds which appeared on screen and evolved in real time depending on the plot and the character’s actions.

Outcome
Launched last November, this innovative interactive experience instantly caught the media’s attention and triggered an impressive coverage. The project has then naturally been brought onto social media by the audience. Ultimately generating more earned media exposure for the series, and one of the TV channel's best audience figures for a fictional program.

• 76.2 million media impressions

• 15 minutes spent in interaction with the experience on average

• 63.5% from mobile users

• 13.4 million viewers in 3 weeks for the series

• +9.5% viewers for the TV channel (France 3) on the month

• 852 winners bet on the right murderer

• 21 014€ total gain

Execution
To create this interactive experience, the TV channel built a unique partnership with famous French betting platform WINAMAX. Thanks to this collaboration the six episodes crime series was turned into an interactive piece which enabled the audience to place real bets on the murderer’s identity. A premiere imagined to generate a maximum of organic noise around the launch of the first season of a series that nobody knew at the time.

With its strong gamblers audience, the WINAMAX partnership also helped to drive more and more people to this interactive version of the series.

Launched on a dedicated website, the experience ran during 3 weeks of broadcast. A few days before its launch, a press release and a trailer were sent to choosen media.

The word about this new crime drama spreaded all around France (the series needed to be advertised on french market) but also internationally.

Campaign Description
« I bet he’s the murderer »

We’ve all said that while watching a twist-filled crime drama.

To create conversation about its new series, France 3 bounced on this universal insight and set an interactive second screen experience allowing each viewer to take real bets on the series murderer’s identity. Making La Forêt : the first TV series where anyone can bet on the murderer’s identity.

Developed in partnership with betting platform WINAMAX, the experience included an interactive airing of the series, enhanced by betting odds which appeared on screen and evolved in real time depending on the plot and the character’s actions.

Built for a fictional program for the first time, a unique betting algorithm enabled the viewers to live bet on the murderer’s identity each airing night of the series, on the dedicated website lacotedususpect.fr (mobile & desktop)