To demonstrate how raunchy Season 2 of Canal+ show Versailles will be, French agency BETC decided to roll the dice on that reputation.
The case study below depicts Versailles—about the exploits (and sexploits!) of King Louis XIV, who ran France for 72 years—as a show whose gleeful onscreen debauchery gives Game of Thrones (and Kanye) a run for its money. If you don’t believe us, the agency dares you to type “versailles” and “sex” into Google. For extra fun, run an image search!
In advance of the second season, BETC decided to build prurient anticipation, while addressing the niggling problem of people watching with kids in the room, by creating fun play packs that parents could win, to keep offspring distracted while the Crown holds “congress.”
Note: The case study itself is NSFW.
“Versailles for Kids” sports a full array of toys and a mobile app. There’s a different distraction for every episode, each cleverly meant to keep tiny hands busy for a runtime of 52 minutes. (You could also, I don’t know, just put the kids to bed?)
The first episode could win you a gardening kit; episode two, a board game. Others include a paper construction kit, a king’s costume kit and—because this is France—a kit for making your own royal seal, with wax and everything. (Which we want. What better way to file taxes with passive-aggressive panache?)
Because this is also modern life, there’s also an iOS and Android-ready Versailles game that brings Super Mario to mind, except with sheep and peasants.
Per the agency, over 9 million people were reached with the campaign, with 6 million media impressions and 50 percent brand engagement. Over 4,000 toys were won in total.
Season 2 of Versailles launched in France on March 27 and continues through April 24. The campaign launched earlier in the year, with the app debuting the same day as the first episode.
Ad Agency: BETC Paris
Executive Creative Director: Stephane Xiberras
Creative Directors: Benjamin Le Breton, Arnaud Assouline
Creatives: Rayhaan Khodabux, Remi Campet