Canal+: The Bear
Guillaume Espinet and Sébastien Jauffret
Brand owner: Canal+
Industry: TV channels, services, programmes
Media budget (USD): $500k - $1 million
Channels used: Television
CANAL+ is the leading operator in the French pay television market. The platform's main competitive advantage and draw for subscribers is the range of films that can viewed by its paying customers, particularly as CANAL+ is permitted by French law to broadcast movies up to six months before they can appear on other French TV channels. CANAL+ is also involved in many other areas of the film industry including the financing, production and promotion of movies. However, competition was increasing as consumers could also watch movies via online streaming, video on demand services and illegal downloading. This case study describes a campaign designed to underline the CANAL+ brand in consumers' minds as a film-oriented service. It features a much-shared piece of video content in which an animated bear performed the role of a demanding French film director. In its results section, it cites improvements in the brand's metrics.