French TV and media giant Canal+ recently launched in Myanmar facing stiff competition in a market dominated by established TV networks. Having commissioned MVA as their full-service marketing agency, we saw that an effective advertising strategy would require tapping into digital trends and the creation of pockeTVCs. After the launch of our storytelling-based campaign, Canal+ benefited from increased subscriptions to their TV services. Here’s the thinking behind our approach.
Out with the Old and In with the New
TV Commercials were originally designed to reach a large and broad audience who were essentially captive. Now, content creation has evolved and is more targeted–as a consequence, messaging is increasingly specific and relevant to exactly what your audience wants to hear. Over half of all videos are viewed on mobile devices (according to Facebook) which means that videos must be adapted to a new, vertical format. Facebook says that 47% of a video’s value is delivered in the first three seconds, and 74% is delivered in the first ten seconds, after which, attention starts to decline. If your brand message is at the end of a 30-second spot, people are less likely to see it. This means that the flow of information must be different so that the critical messaging appears at the beginning of the ad, whereas in the past it was at the end.
The Canal+ Strategy
We crafted a series of short video stories centered around families, friends, couples and sports fans in relevant settings, all enjoying Canal+ on their various devices. Our production schedule was tight and well-planned, with an experienced crew who understood the challenges of adapting storytelling for mobile devices. Our finishing touches included customized graphics which reinforced the early visual messaging and core brand theme throughout.
Contact MVA today to see how we can strategize your advertising campaign through fresh and inspired mobile marketing.