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
- Website: www.betc-life.com
In partnership with:
13ème Rue - “Law and Order (French)”
13ème Rue
| Title | Law and Order (French) |
| Tagline | A crime a night. Monday to Friday |
| Agency | BETC Paris |
| Advertiser | 13ème Rue |
| Brand | 13ème Rue |
| Product Category | TV/Radio Programs & Stations |
| Campaign Name | 13ème Rue Brand Campaign |
| Market | France |
| Country of Production | France |
| Language | Français |
| Date of First Broadcast/Publication | July 2, 2005 |
| Media Type | |
| Awards | Grand Prix de la Publicité Presse Magazine, 2007 (Mention) for Communication/Medias 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 | Takashi Homma |
| Art Buyer | Marie Dathanat |
| Art Buyer | Malik Kinde |
| Advertising Manager | Valérie Chebassier |
| Advertising Manager | Fanta Sarr |
| Retoucher | DIXX |
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.
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.