As the number one channel for movies in France, Canal+ wanted to celebrate movie lovers. How to touch this connected community of cinephiles ?

Only real movie lovers stay until the end of the credits.

To reward them, Canal+ hide a reward in the closing credits of films. In the credits, Real movie lovers could discover a secret message, written in the same style between the lines of names, with a promo code offering a 3 month Canal+ subscription for free. This way, Cinephile could enjoy more films at home with Canal+.

Because we wanted to talk directly to movie lovers, we decided to reach them when they are at the movie theater. And to make our gift more viral, we decided to touch only to real movie lovers, the ones that stay until the end of the closing credits. And because everyone pretends to be a real movie lover, everyone could relate to the message.

To make this idea happen, Canal+ teamed up with MK2, the leading independent French cinema group. The operation took place for one week in the 12 MK2 cinemas in France (100 000 spectators per week). Thanks to the connection of MK2 and Canal+, and via Studio Canal ( European leader in film production), we managed to get the legal agreement to insert our secret message in the closing credits of dozen of films.

With this unexpected promo, Canal+ reach its goal of increasing brand awareness for cinema.

3000 hidden codes were found in 3 days by movie lovers in the closing credits of films.

First, the existence of the secret message circulated by word of mouth among the connected community of movie lovers. After the press release with the film explaining the operation, the general public got excited and everyone wanted to be a cinephile, and started to look for our hidden credits in movie theaters. The media got excited too and some major media (including France Inter, on of the most popular radio channels in France) talked about the operation. Canal+ subscriptions increased by 30% that week.