Technically Internet has also multiplied the opportunities

For weeks, one taps the trade: how to attract the attention of viewers jaded, force-fed advertising spots, identified by the operations of "street marketing" By what means, and what tools surprise, seduce, to restore the famous "emotional connection" gradually blunt between the consumer and the brand While watermark arises another question: how to use best the digital revolution to strengthen the impact of the commercial message, without, however, cause, through the emergence of new media (mobile, TNT...), the saturation of the consumer

Throughout the summer torpor, advertisers and broadcasters ceased floor on this puzzle. Upon arrival, TF1 has to offer a tasty length in advance with a volley of operations. The first of them associates the string with Warner and Orange. Since 28 August, in a program short 1 minute 30 sponsored by Orange, how to clip, the viewer of TF1 discovered in prime-time Johnny Hallyday repeating some pieces of his last live album, "Flashback Tour", in a spirit very "slices of life captured live"... Nothing particularly new. Unexpected, the fact that this program runs is followed by the quasi-immédiate eruption of a spot Orange touting a phone tone (dial-tone) with the music of the album available on mobile. "It tries to innovate, provide more impact to our programs and our spots, confirms Martine Hollinger, CEO of TF1 publicity. Thus, we're now packages to advertisers for example combining REBA, REBA podcasting and LCI on mobile. "A way to surf the wave of the digital revolution while providing youth in the wind in the image of the chain.

Stay a step ahead

Rejuvenate image and hearing, it is precisely the objective of TF1 for its phare programme "Star academy", produced by Endemol. A true "blockbuster" which brings on average 8 million viewers and performs a part of hearing of 43.5 to the "household" of less than 50 years. Already, since 1 September, date of the start of the sixth season, trays and selection of candidates have cleverly was reworked.

But advertising has also been called so the program is the echo of a new modernity. A way to raise awareness and find a close with the 15-24 years, according to Carat, representing 11 of the structure of hearing of more than 15 years at the Fifth Edition in 2005, against 13 two years earlier. From September 15 to October 13, UFO encounter, advertising, real first world imagined by TF1-TBWA Paris-Carat, arise each Friday in prime-time: the last spot of 20 seconds closing Star Ac', and featuring the brand of chewing Hollywood (Cadbury), partner for three years of the program, will be written and performed by members of the League of improvisation actors. Which actors will be expected to then improvise the spot with strong elements of the show (tears, victory,), all within the setting of the Star Ac of bec...' so that the program/spot link creates in the mind of the Viewer. "We take the opportunity to announce live to make the"fresh advertising"and bounce off the event for an advertiser including the heart of target is precisely the public of the Star Ac', the 15-24 years", welcomes Arthur Sa'dun, Chairman of TBWA/Paris.

For the first time, a spot of pub escape Advisory prior checking by the BVP. Even if the latter, which should receive five models of the spots upstream, seems not particularly nervous: "TF1 called to warn us, and we trust to the advertiser to comply with the rules," says Jean-Pierre Teyssier, President of the BVP. A confidence value of warning. So Arthur Sa'dun indicated this week in "Strategies": "back on the shelf of the Star Ac' translates into a real dose of discomfort." Because everything happens, virtually... Suspense, with a combination of media curiosity that accompanies the event, has a price: "spot, enjoying a privileged location and the subject of an outstanding operation, has been increased and charged around 110,000 euros, against 80,000 euros for classic commercials", said Martine Hollinger (TF1 Publicité). "It is a process that allows the brand to be complicit in the Viewer, but it must remain outstanding under penalty of commoditization." Emmanuel Charonnat, Starcom media agency DGA, is discernible, it a revolution: "the fact of introducing advertising program TV is a new way to captivate the Viewer, especially if this introduction takes place online, analysis it.". The tendency is to multiply the points of contact between the consumer and the brand through pubs entertainment, event campaigns, or even messages on Bistro tables... Technically, Internet has also multiplied the opportunities. Conversely, all these innovations and new ways, television is very classic media, with its tunnels of advertising, sponsorship, subject to binding rules... Thus, concurrent pubs with the program exist long in press and on the Internet but had never been used in TV. This is why talking about revolution.

Finally, ultimate innovation, TBWA Paris has developed on the Internet starhack.fr, a diversion of the Star Academy Web site promoted on young strong hearing sites (Yahoo!, MSN...) and launched on 3 September. First, diversion should be conducted by values safe (Dany Boon, Arthur, Farrugia...), until now "hot" users take over. As the objective, it is, as explained in TF1, "allow youth to appropriate the issuance by the hijacking, injecting their own dialogues or their own music." "It is in the"anytime""anywhere", that is, at any time, no matter which must be able to access and take advantage of the program." While Arthur Sa'dun adds: "the combination of the two must allow the Star Ac' to keep one step ahead and create a new way to consume the reality". Before concluding: "tomorrow, the winners will be those where the mark and the entertainment will be closely linked."