Canal+ fait chanter les supporters du Paris Saint-Germain et de l’OM pour le Classico

Le Classico entre le Paris Saint-Germain et l’Olympique de Marseille approche et l’attention des médias et des fans de football va se focaliser toute cette semaine pour faire de ce match LE grand rendez-vous du football français.

Au milieu de ce brouhaha que nous allons subir toute cette semaine, un acteur plus intérêt que d’autres à faire monter la sauce, à savoir Canal+. En effet, diffuseur du match, Canal+ a cruellement besoin que ce match atteigne des sommets d’audience voire batte le record d’audience de la chaine pour un match de football. et donc qui dit audience dit dispositif publicitaire et marketing pour donner envie au public de se brancher dimanche soir peu avant 21h pour regarder l’affrontement entre Zlatan Ibrahimovic & co et les coéquipiers de Mathieu Valbuena.

Première initiative de Canal+ dévoilée ce jour, une publicité conçue par son agence BETC et qui a décidé de rassembler des faux supporters des deux clubs et de le faire reprendre certains des chants classiques des deux clubs mais légèrement revisités et dans des lieux et situations insolites (Kebab marseillais, un bus parisien, le vieux port de Marseille, un parisien se garant en créneau, une boulangerie ou encore le quai de la gare SNCF Marseille St Charles).


Un hashtag, #PSGOM360, a été accolé à cette première communication de Canal Plus.

A date, la publicité totalise près de 9 000 vues en 24h ce qui d’un point de vue comptable doit rassurer plusieurs personnes du côté d’Issy Les Moulineaux, siège du groupe. Néanmoins, la piètre qualité de cette publicité pour le Classico de la part de Canal+ m’inquiète de la part de la chaine TV qui nous avait habitué à beaucoup mieux dans sa compréhension et son traitement des insights des supporters de football.

En espérant que le reste des communications de Canal+ soit d’un niveau beaucoup plus élevé sur la semaine à venir.

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1 Rétrolien / Ping

  1. Canal+ resigne avec la Ligue des Champions jusqu'en 2018

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