We know that celebrities control their image enormously. Yet many of them are increasingly relying on their privacy in the media. In partnership with a big French talk show "Action ou Vérité" (Action or Truth), Just Dance sponsors a tasty moment of truth during the last minutes of the show. Guests are front of the ultimate personal challenge when a music starts and they have to improvise a choreography that they alone have the secret. While the spectators think they have discovered the guest in his intimacy, the latter finally reveals himself by delivering a totally unexpected and sudden choreography on Just Dance. These short moments were surprising. But most of all, they said more about the personality of the guests in two minutes than in two hours of programming.

We made celebrities spontaneously dance in front of millions of people on Europe’s number one TV channel: TF1. We passed a deal to feature on the weekly talk show Action ou Vérité in which celebrities are invited to talk about personal anecdotes or to answer personal questions. We proposed a product placement with a real purpose. We provided the show the ultimate way of revealing the guests’ true personality: spontaneous performances on Just Dance.

We managed to pass the deal for 3 shows (10th June, 9th September, 23rd September) and the celebrities were comedians, bloggers, writers, directors.

During the two first months of Just Dance 2017 launch, we touched 2,2M viewers, totaling 1/4 of market share in France. And more importantly, 50% of market share on the 15-24 y/o, Just Dance’s core audience. So far, the 2017 edition has recorded a 40% growth in sales compared to last year.