TV5 challenged Youville to develop a campaign to promote the channel and its positioning to Canadians outside Quebec.
The strategy was to focus on Francophone and Francophile minorities interested in francophone quality content. The campaign was developed and positioned as “The best French-language content, selected for you.”
This tag line clearly and immediately positioned the channel (diverse and qualitative French content) in a unchartered market place.
The campaign was deployed through traditional points of contact as well as on the web with the creation of a contest inviting viewers to select their favourite show and share the channel with their friends.