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