Versailles for Kids
Canal+
Issue 43 | June 2017
Agency
BETC Paris
Creative Team
Executive Creative Director Stephane Xiberras Creative Directors Benjamin Le Breton, Arnaud Assouline Creatives Rayhaan Khodabux, Remi Campet Ad Assistant Jessy Kikabou
Production Team
Production Kiblind Agency (Toys Production) Producer Jean-Luc Chirio Art Buying Marion Brieux Digital App Development Lumini BETC Lead Producer Bao Tu-Ngoc BETC Producer Josselin Bondoin
Other Credits
Account Management Bertille Toledano, Guillaume Espinet, Alexis Delwasse, Marie Lequime Strategic Planning Guillaume Martin, Julien Lévèque Traffic Elodie Diana Clients Guillaume Boutin, Audrey Brugère, Myriam Fleury, Loraine Marchand
Date
March 2017
Background
In 2015, the French entertainment channel CANAL+ launched 'Versailles', a blockbuster TV series that traced the reign of Louis XIV, the raunchy and unpredictable King of France.
Millions of people were glued to their TV screens for each new episode but critics judged numerous scenes to be shocking and unsuitable for prime-time viewing.
If adults were shocked by such scenes, children would have been even more startled.
Idea
For the launch of the season 2, which was promised to be even steamier, Canal+ felt they had to do something to distract children's attention from the sex scenes.
'Versailles for Kids' was an exclusive collection of toys, made in France, aimed at occupying the attention of children for the full 52 minutes of each episode.
Every week, when a new episode of the series was released, a new 'Versailles for kids' toy was to be won. Kids were able to immerse themselves in the world of Versailles with a Royal gardening kit, a magic box, a king's costume, a castle construction set...
Simultaneous with the launch of the first episode of Season 2, an Android and iOs 'Versailles for kids: the game' mobile app was made available on the app stores.
Results
Within six weeks, over 9 million people were reached with a 50% engagement with the brand. The 'Versailles for kids' campaign generated 6 million media impressions in France and more than 4,000 toys were won.
Thanks to 'Versailles for Kids', the King could continue to be his usual decadent self.
Our Thoughts
This is one of those disingenuous ideas, which is supposed to do exactly the opposite of its stated aim. It's intended to remind everyone just how much sex there is in 'Versailles' and watch it with popping eyes.
It's also something of a developing trend, answering a brief by creating a product, which draws attention to main brand.