Original Creations for New Year's Eve from CBC & Radio-Canada Media Solutions


Original Creations for New Year's Eve from CBC & Radio-Canada Media Solutions

Monday, January 4, 2016 – Radio-Canada's special New Year's Eve broadcasts for Quebecers were exceptionally popular this year. Advertisers showed an unprecedented interest in this coveted evening, which involved a record number of partners and sponsors. The highlight of the evening was indisputably Bye Bye, considered by many to be Quebec's Superbowl, as no other show in the country attracts as big an audience share (87% of 2+, some 3 million viewers on December 31).* Three national advertisers took advantage of this extraordinary platform to make a huge impact with original productions, which drew a significant number of positive comments on social media.

First of all, Metro assembled 15 homegrown artists to sing a special wish for holiday happiness. Conceived in conjunction with Publicis and CBC & Radio-Canada Media Solutions, the 60-second spot was produced by the Media Solutions creative production team and featured Sugar Sammy, Simon-Olivier Fecteau, Sœur Angèle, the Dufour-Lapointe sisters, Katherine Levac and other well-known entertainers.

“The future of advertising lies in early collaboration between the sponsor, the agency and the media group. Radio-Canada is a first-class partner for media creativity projects. Its flexible structure and open-minded team enabled us to produce a message that Metro made stand out during Bye Bye, and at lower cost,” said Nicolas Massey, Vice-President and Creative Director at Publicis.

Then, Familiprix was back with a vengeance with a new creative platform, developed by Alfred, which raised the brand's profile with its Aha! campaign a few years ago. André Rhéaume, Familiprix's Vice-President, Marketing, explained why he decided to launch their new creative platform on ICI Radio-Canada Télé on December 31: “The humorous tone of the campaign was a perfect fit with the tone of the New Year's Eve shows, and with Bye Bye, we could go even further. We created two messages especially for the show, one of them airing just before the countdown to midnight. Bye Bye was the best platform for us, with its unique audience and irreverent tone. Not to mention that the holidays are always a great time to put health first.”

Last, the Quebec Chrysler, Jeep, Dodge, Ram dealers' association chose to announce on Bye Bye, just before midnight, the winning number of the “Démarrez l'année en neuf” contest. Since December 13, 38,371 people had entered the contest to start off the new year with one of four featured vehicles. Luis Areas, Marketel's Planning Director, Media, said: “Bye Bye is a show that draws a huge audience, and the concept developed with CBC & Radio-Canada Media Solutions enabled us to quickly gather a high volume of data that could then be used for CRM. In addition, thanks to the Media Solutions creative production team, we were able to develop a project tailored to Bye Bye, while at the same time keeping costs down, for a very good return on investment.”

“We're very proud to have helped our business partners design and produce their advertising initiatives specifically for Bye Bye. The popularity of this unique show and Quebecers' devotion to it make Bye Bye an ideal platform for compelling, memorable ads,” said Jean Mongeau, General Manager and Chief Revenue Officer, CBC & Radio-Canada Media Solutions.

For more information, please call Catherine Patry, Director, Marketing and B2B Communications, CBC & Radio-Canada Media Solutions, at 514-597-4160.

*Source: Numeris, province of Quebec (PPM), December 31, 11pm–00:15am, A2+, preliminary average audience and audience share.

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