BETC Paris, Paris

  • 85-87 rue Du Faubourg Saint Martin Passage du Désir
  • Paris 75010
  • France
  • Phone: 01 56 41 35 00
  • Fax: 01 56 41 35 01
  • Country Phone Code: 33
In partnership with:
VTSCAN

13ème Rue - “Mesrine”

13ème Rue


TitleMesrine
AgencyBETC Paris
Advertiser13ème Rue
Brand13ème Rue
Product CategoryTV/Radio Programs & Stations
Campaign Name13ème Rue Brand Campaign
MarketFrance
Country of ProductionFrance
LanguageFrançais
Date of First Broadcast/PublicationJuly 2, 2005
Media TypePrint
Awards Prix Club des Directeurs Artistiques, 2005 (2nd Prize) for Professional trade press
Creative Director Stéphane Xiberras
Art Director Rémy Tricot
Art Director Juliette Megemont
Copywriter Olivier Couradjut
Producer Valérie Richard
Executive Producer Gaël Cheval
Account Manager Raphaël de Andréis
Account Manager Nicolas Gandrillon
Account Manager Thomas Bacharzyna
Photographer Jean-Yves Lemoigne
Art Buyer Marie Dathanat
Art Buyer Malik Kinde
Advertising Manager Valérie Chebassier
Advertising Manager Fanta Sarr

Concept

BETC Euro RSCG chose to reassert the specificity of 13ème RUE, compared with multigeneral channels, through a more significant signature~"13ème RUE, the action and suspense channel"~:this the only channel which gives action and suspense to my TV.
BETC Euro RSCG developed a brand campaign based on the channel scheduling in addition with its cult series (Spy Girls, New York District,...)in a latter-day and deadpan humour mood. This press campaign is aimed at best expressing the personality of 13ème RUE and giving it a significant role~: to be the stimulant of a sometimes ordinary daily life.
In the same idea, the agency will develop a TV campaign combined with radio messages at the same time.

Problem

The multiplication of TV offers on different networks (cable,satellite, ADSL,...)and the TNT arrival make more complex the TV channels world.