Who said creativity has lost all its meaning? Canal+ and Netflix, two streaming giants, have joined forces to launch an unprecedented marketing campaign on social networks. The hide-and-seek game of the two structures only predicted the imminent arrival of the series Berlin, the spin-off of La Casa de Papel.
We will start at the very beginning and detail this marketing strategy of Canal, the BETC agency and Netflix.
Canal+ has mysteriously lost its “N”
Indeed, last Monday, Canal+, the famous French general television channel, announced that it had lost its “N”. A disappearance noticed on its facade, its myCANAL platform and its social networks.
Who stole our N? pic.twitter.com/R4lOPZSO3Z
— CANAL+ (@canalplus) December 18, 2023
Until then, everyone was wondering “Who stole the “N” from Canal+” ? If many Internet users have started playing Sherlock Holmes on Twitter, the situation will take another turn when Netflix, the famous streaming platform, gets involved.
In response to Canal+’s publication, Netflix replied: “We found this in our offices this morning, is it yours Canal +?“.
WHAT?! https://t.co/cU4fZvELMZ
— CANAL+ (@canalplus) December 18, 2023
Nobody understood the little game between Netflix and Canal+ until a new publication from the French channel announced the arrival of the series “Berlin”, the spin-off of La Casa de Papel, on Canal+ screens. In the video you can clearly see “Berlin“, the character from the series La Casa de Papel, stealing the “N” from Canal+.
Netflix was quick to retweet this post with a few little words: “It was to be expected: this is what happens when you welcome a thief on your platform.”
It was to be expected: this is what happens when you welcome a thief on your platform. https://t.co/wL2Zax9Z2e
— Netflix France (@NetflixFR) December 18, 2023
We could have witnessed the birth of a legendary rivalry like Burger King and McDonald’s. However, behind this communication stunt well orchestrated by the BETC agency lies an unprecedented commercial collaboration between these two streaming giants.
A successful marketing strategy by Netflix and Canal+
The famous “La Casa de CANAL+” campaign produced in the CANAL+ premises is the work of director Mahdi Lepart. It immerses spectators in a scenario bringing back memories of the heists in the Spanish series “La Casa de Papel”.
The accessibility of this Netflix series in Canal+ programs is only a decisive pass in return that the streaming platform makes to its great rival.
In 2019, Canal+ launched “CANAL+ Ciné Séries”, allowing its subscribers to access a wide range of content, including Netflix productions.
However, this marketing campaign is a successful bet, because the results are simply breathtaking:
- More than 4.2 million views on the first post: “Who stole our N?”
- More than 1.1 million views on the second post: “We found this in our offices this morning, is it yours @canalplus?”
- More than 1.2 million views on the third post: “Berlin arrives at CANAL+ and it shows.”
The series, Berlin, the spin-off of La Casa de Papel is the event not to be missed at the end of the year. It will be available on December 29 on Netflix and Canal+ in France.
2023-12-21 21:19:57
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