(The Creation of the week) “We are many”, new campaign from France Inter – Budgets > Agencies

Insight

In an effort to rejuvenate its audience, the general public service station is launching a brand campaign focused on plurality of listening, of all its programs in all formats available in multichannel mode. Everywhere, whatever the social network.

Device

France Inter has entrusted the creation of its new one-minute advertising film in the form of a manifesto at the Silenzio agencypositioned on culture and entertainment. By signing the new film, “You are indeed on France Inter”, the message is addressed to all listeners in their diversity. At the heart of its message, a promise of singularity and plurality through the diversity of the content it offers and the speakers it receives, through the tone of its producers and its comedians, through the reliability of its information, through the divergence of points of view expressed there, by the diversity of its audiences and by this France Inter spirit which is its trademark.“There are many of us. And we deploy on all sides.” These are the first words of this film. By starting in this way, France Inter affirms its ambition to develop its visibility and its commitment on all channels, as well as to broaden its base of listeners by attracting younger generations, especially 25-49 year olds. “France Inter’s offering is multiple and widely diversified in terms of audio, video and event formats. Programs, series, fiction, concerts, conferences, master classes, documentaries, reports, debates, books… Thus, in the film, many hosts and the reference to their broadcasts find a place in the spot and are represented in the conditions of listened to by their loyal listeners. Fabrice Drouelle, Léa Salamé, Nicolas Demorand, Nagui…Much more than a radio station, France Inter is today a content platform that is deployed on all mediafor all audiences, as close as possible to everyone’s uses and desires,” explains Morgane Le Tac, communications director for the station. The agency also redesigned the visual identity of the antenna. A graphic bias of duotones deliberately very colorful, joyful and dynamic to carry the appointments of the schedule, symbolizing both the editorial requirement and the spirit of openness of the station.

Targeted objectives

This advertising film aims to attract a new, younger audience (25-49 years old).

The opinion of Caroline Bismuth-Dardour, co-president of Silenzio

“It is a source of pride for our agency to support a media outlet like France Inter, which we particularly follow and appreciate. With this campaign, we wanted to show all the richness of this brand through all its distribution channels, all its formats and its unique positioning on the market. “the Inter spirit”. This positions the group as a content creator, accessible to all, and no longer just as the leading radio station in France. The idea is to get out of radio and position Inter as a creator of podcasts and videos on social networks. The challenge of this campaign is to show this reality that already exists. The film is the starting point of the new positioning “to deploy to ever more bring together” and the second brick is the variation by program. First of them, “La matinale” with a slogan “Let’s see broad” which also refers to the mode of consumption “Live and on Insta, Facebook, X, YouTube, TikTok and around all the good coffee machines. This new graphic charter and this new tone must pivot the brand and serve the objective of rejuvenating the public. Inter is not resting on its achievements. Other verticals around the programs are expected in 2025.”