Each film shows in a humorous and witty way the everyday life of a family where the mom has taken on the dads role. She teaches her son how to shave and gets a bit rowdy with him playing in the garden. In the meantime, the viewer can easily imagine the dad riveted to his television watching LEquipe TV.
To go along with this change, DDB Paris has set up for lEquipe TV a communication plan with a two-fold implementation:
- Announcing its new programs through press and radio ads, LEquipe TV invites listeners and readers at a specific time and day (September and October).
- Another section of the communication plan uses television ads to specifically target fast zappers and create brand preference.
With spanking new sets, and a reinforced team of consultants and specialized journalists, LEquipe TV will provide new shows to complement the already existing news broadcast updated and aired every fifteen minutes. On air since October, these news shows include a Great Edition every day of the week and five new shows each dedicated to a new theme.