Groupe Media TFO: Je-ne-sais-quoi Télé two-year campaign
Campaign details
Agency: Lowe Roche Advertising Media: Zenith Optimedia Research: IPSOS
Business situation
For the past 25 years, French television network Télé-Française Ontario (TFO) has been recognized as an indispensable institution for all Franco-Ontarians. To re-enforce the importance of its role, the brand had become known for portraying itself as a martyr for French culture in Ontario, with public communication efforts often portraying TFO as very serious, highbrow, and exclusive.
However, with viewers increasingly finding TFO to be too stuffy and elitist, we needed to reintroduce all Ontarians to TFO.