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Industry Publishing, streaming & media
Media Film
Market France
Agency BETC
Director Laurent King
Executive Creative Director Mr. Stéphane Xiberras
Creative Director Ivan Beczkowski
Art Director David Tamayo
Copywriter Esteban Lebouc
Released June 2012


Cannes Lions 2012
Media Lions Publications & Media Silver

Credits & Description

Type of entry: Product & Service
Category: Publications & Media
Advertiser: MCM
Product/Service: MCM
Agency: BETC Paris, FRANCE
Advertiser MCM
Product MCM
Entrant BETC Paris, FRANCE
Type of Entry: Product & Service
Category: Publications & Media
Advertiser/Client: MCM
Product/Service: MCM
Entrant Company: BETC Paris, FRANCE
DM/Advertising Agency: BETC Paris, FRANCE
Executive Creative Director: Stéphane Xiberras (BETC)
Creative Director: Ivan Beczkowski/Christophe Clapier0 (BETC)
Art Director: David Tamayo (BETC)
Print Illustrator: Gerald Parel (BETC)
Copywriter: Esteban Lebouc (BETC)
Director: Laurent King ()
Radio Director: Vincent Malone (BETC)
Developer (Web/Mobile): Philippe Elsass/Gerald Dudouit ()
TV Production: Jean-Nicolas Risler/Jeff Moussie (Fast Prod)
Planner: Maria Galleriu (BETC)


The MCM Pizza was launched recently so the majority of the results still have to arrive.
However, the first results are very encouraging:
• Pizza sales have risen considerably and the Pizza catch Arena already represents 7% of the total Speed Rabbit Pizzas sold (there are 25 in the menu).
• A ROI of approx. €0.016/contact as we took advantage of the DM materials (as well as the pizza boxes and the stores) at hand thanks to our partnership with Speed Rabbit. Our total budget was €200,000.

Creative Execution

We created a pizza brand for MCM: 'MCM Pizza', the first pizzas whose recipes are inspired from a TV programme.
• This solution helped us reach our target that has a tendency to be more immune to classical advertising approaches.
• We teamed-up with Speed Rabbit, a French pizza delivery company, to transform their brand into MCM Pizza: The pizza boxes, the website, the stores and DM materials all became MCM Pizza. .
• 4 specific pizzas were created to show one of the 4 key themes of the new MCM programming
• All the Speed Rabbit materials converted into MCM Pizza: 135 stores, over 12m flyers, 1m pizza boxes, and the direct mailing materials usually used by Speed Rabbit.
• TV, Cinema and Radio ads created further awareness on the operation.
• A website (accessible also via mobile) allowed customers to order their pizzas directly

• Reposition the French music channel MCM on a new, narrower target (just male 15-35 ).
• Communicate the new programming now based on 4 main themes
MCM is a 23 year old Cable TV Channel is mostly known to the general public as a music TV Channel. Our target was convinced they knew MCM were not aware of the new program grid. We wanted to give our audience a taste of the new MCM.
• Pizzas are a cult meal for our target, a very new and usual way to promote a TV Channel
• The production budget given was very limited (€200,000) that meant we had to think of an unusual media to have MCM; the pizza proved perfect.
• Our creative idea made sure MCM had a real identity for B-to-B clients and a clear and appealing positioning for our audience.