Les Echos is Fighting to Defend a Decisive Spirit with the Help of BDDP & Fils
Paris, 15 October 2012
On Monday, October 15th, Les Echos launched its new campaign featuring print, outdoor, radio, TV and online advertisements conceived and executed by BDDP & Fils. The campaign will run in parallel to the launch of new formats for the daily newspaper (October 14th) and its website (October 16th).
Never before have economic issues held the spotlight in the world’s daily news the way they do today. Nor have economic players and influencers needed Les Echos the way they do today. And yet, in times like this when uncertainty reigns, a sense of indecisiveness seems to pervade all aspects of people’s lives: in business, at home, in politics, at European summits, on the financial markets, among investors and those who want to secure savings for the future, even voters are turning out record numbers of “undecided” in the polls...
It’s time to start making decisions
The new ad campaign includes a new baseline for Les Echos: “It’s time to start making decisions.” The call to action resonates like a battle cry and a vital shift into a more decisive mindset. It also expresses the determination of Les Echos to help its readers take smart steps in the right direction.
To highlight this commitment, Les Echos chose to leverage humour to remind people that indecisiveness leads nowhere. Hence, the campaign focuses on famous decisions that have significantly impacted the course of history and shows how outrageous it would be if doubt, hesitation, repeated postponing or a weak consensus had prevailed at those particular moments for indeed nothing would have been accomplished.
The campaign kicks off on October 15th and will be rolled out in two phases, on TV, radio, the Internet, in print and online. It will be broadcast on France 2, France 3, France 5, BFM TV, BFM Business and LCI. The print campaign will include more than 80 placements in daily newspapers and magazines (weeklies and monthlies). There will also be a nationwide wave of nearly 20,000 outdoor advertisements. The radio adverts will be featured on 10 national stations (RTL, Europe1, RMC, BFM, RFM, Virgin Radio, NRJ Nostalgie, Chérie FM, Rires et Chansons and Radio Classique) as well as 123 regional stations (Les Indés Radios). The campaign will also run on the Internet’s main news websites and portals.