Groupe Média TFO - The 'Je-ne-sais-quoi Télé' Campaign
In 2011, Groupe Média TFO was perceived as quite dated, primarily for viewers of a certain age. The challenge became to make ‘frenchness’ both enticing and accessible. In late 2012, TFO introduced Ontarians to a new TFO brand identity through the fully integrated ‘Je-ne-sais-quoi télé’ campaign. The campaign positioned TFO as the best way for all Ontarians to inject more French into their lives by combining uniquely cheeky, bilingual headlines with high-profile media placements that took this upbeat French attitude directly to the nation. The campaign drove an 86% increase in TFO viewership which, if TFO were a commercial broadcaster, would have delivered C$77m in increased incremental advertising revenue, a ROMI of 21.90.