CANAL+ is a French pay-tv brand that has 20 million subscribers in its zones of coverage.

Our brief was to increase awareness about their offering, but in a complex media landscape filled with ad-blocks, ad-fraud, privacy concerns, we knew we needed to go beyond reach/frequency basics.

The objective given to us by our client was to create a meaningful media experience that could make the best connection within the best context possible, so we turned to a data activation in the Geneva international airport.

But getting travelers (especially angry ones) to pay attention to your message, understand the value proposition, and finally remember to act is not an easy task.

So, we targeted passengers with flight delays with a value proposition they could not refuse: Free CANAL+ content while they wait.

We used real-time flight data, to give our travelers free access to premium subscription content while they waited out their delay.

By leveraging air traffic real-time data, we adjusted the messages on DOOH assets in the specific gates affected by a delay, displaying information about how to access the CANAL+ content.

As soon as there was a delay our Waiting Wins" platform would collect and analyze real-time data related to delayed flights so it could then broadcast targeted messages related to passengers waiting times at all DOOH situated in relevant boarding gates.

In order to enjoy the content, passengers would have to enter their flight numbers to unlock an access code.

The flight and delay data allowed us to match the duration of delays to specific TV episodes and films. All these tailored contents made the interaction feel personalized.

We based our strategy on a CANAL+ premium content sampling in disguise.

During a total of 75 days, we reached a captive audience of angry and bored travellers who had suffered a flight delay with the network of DOOH in the Geneva airport and gave them free access to premium subscription content.

We used the extensive and internet connected DOOH network within the airport to our advantage and connected it to real-time flight delay data that allowed us to determine the best moments and gates where we would be serving the free access.

We understood that the free episodes or films unlocked by our target would act as a sample of CANAL+ subscription. The data allowed us to personalize the content offered, to tailor it to the delay.

We created the "Waiting Wins" Platform and website and connected it to the airport’s flight information center. We then collect and analyzed real-time data related to delayed flights so it could then broadcast targeted messages related to passengers waiting times at all DOOH situated in relevant boarding gates. Passengers would then have to enter their flight numbers on our client's website to unlock an access code.

We then matched the duration of delays to specific TV episodes and films.

An hour delay would unlock one-hour episodes, such as ‘’The Bureau’’ a universally acclaimed French political thriller television series.

If you had two hours delay the INCREDIBLES 2 would be suggested.

All this tailored content made the interaction feel personalized, all the while softening the blow of a flight delay.

More than 37% of passengers affected by a delay during the 75 days that our campaign lasted participated in the offer. This increased the subscriptions by 180% over the period. In addition, CANAL+ contents have been viewed 60 times more than usual. It also has been said - according to unofficial sources - that the tension with the airline stuff due to plane delays has decreased by 300%.

This is the magic of entertainment!