Sport is one of the most important parts of Canal+ package. But through the years Canal+ Sport has become less and less attractive.

This is why, when it’s time for the Classico, one of the major games of the Canal+ sport offer, it is very important to push it in communication:

- To reinforce the image of Canal+ and create value around its sports offer

- To create business, and encourage new subscribers

The communication objective was to find a way to be sure people were going knew that this major game was coming, and that it was exclusively on Canal+.

First, the idea was to create something that could be integrated into the passionate discussion that was going to happen before the game.

As PSG and OM is mostly a story about rivalry.

If we were to find something that could symbolize it, we would have a solid chance to integrate the pre-game discussion.

Second, we wanted it to be cool, and fun, to erase the negative image of OM and PSG rivalry.

Third, we wanted of course something that could be coherent with our context : a football game.

This is where we came up with voodoo dolls !

- A symbol of both teams

- A way to talk about rivalry in a fun way

- A way to use football supporters theme : superstition

To be sure people would hear about our dolls, we needed a film. The best way to show the dolls exist, and how to use them.

Then we needed to create a way for supporters to actually pin the dolls: through our website supporters had the choice to pin the PSG doll or the OM doll… as many times as they wanted !

And as people are competitive about this kind of thing, we posted the number of pins each doll had.

Finally, we also created real dolls that we shared through PR kits, to get the community involved and show this was all for real !

All in all, even if the dolls were the stars of the operation, they always came attached with the same message : PSG-OM will be aired next Sunday exclusively on Canal+

Film:

- 4M views

Website :

- More than 9.5M pins

Twitter :

100K people engaged through a conversational card