Every week, the editorial team deciphers the media campaign of a brand, a brand or an institution. Meet today with the campaign, “Quinté + Max”, launched by the PMU and produced by DDB Paris.
A popular and emblematic bet from the PMU horse racing range, the Quinté+ is evolving to meet the expectations of regular bettors and attract occasional or beginner bettors around a new promise: more frequent and larger winnings. With nearly 2 million players, the Quinté+ is the bet in the PMU range played by the greatest number of players and the most attractive. This is the game that generates the highest winnings at PMU with 200 winners over 100,000 euros last year, including 2 over 1 million euros. Building on its success, PMU is launching a new formula, Quinté+ Max option, which allows, in case of luck, to multiply your winnings up to 10 times.
On the occasion of the launch of Quinté + Max, the DDB Paris agency which has just won the PMU call for tendersimagined a new brand territory through two great player stories (and soon a third in early 2024). On the air since November 4, these two portraits of winners, painted with sensitivity and mischief by Rosalie Charrier (Partizan), immerse us for a few moments in what makes the very essence of PMU: the players and their beautiful stories, the link with the traders and the conviviality of the PMU bistros. The director, who is making her first commercials here, offers an original film combining videos and photos taken on the spot, which instantly recreate the authentic atmosphere of French bars. This new statement marks the strategic turning point that the brand wishes to make by placing the PMU and its games back into the daily lives of the French. In this new advertising territory, the players are the heroes, the games determine the scenarios, and the action takes place in the PMUs. “The PMU is engaged in a growth project: developing its games offering to put horse racing back into the mainstream. the daily life of the French for the benefit of the horse racing industry. As such, thoroughly renovating our flagship product, the Quinté+, is a strong sign of this conviction and our ambitions. This new formula is a formidable lever for recruiting new general public players, driven by a promise of more frequent and greater winnings », declares Emmanuelle Malecaze-Doublet, Director General of PMU. By playing his Quinté+, the bettor can choose the Max option, for an additional €1, and thus try to multiply his winnings by 2 or by 10. The operation will be relayed and explained by the most 13,000 merchant partners, first ambassadors of the network.
This new offer is aimed at experienced bettors as well as the general public, with the aim of recruiting new players thanks to a promise of increased frequency of winnings.
The opinion of Stéphane Kaczorowski, (CR) at DDB Paris and Alexandre Lagouet (DA)
“PMU’s request was to refocus communication on the players and no longer on horse shows. The film is an immersion into the daily life of the players, as close as possible to their reality, in one of the 13,000 PMU bars, where they meet in a friendly atmosphere. Even if in 20 seconds, it is difficult to transcribe the atmosphere of a place. As a result, the casting brings together characters (three in total) far from caricature, chosen and filmed by a young director (short film author) who offers a snapshot, a montage mixing photos and videos to enrich the content. So, Alex’s PMU looks nothing like Mireille’s…”
Campaign : “Quinté + Max”
Agency: DDB Paris
Diffusion: Launch of the multi-media system on November 4, 2023 available on TV, on the radio, in the horse racing press, as well as digitally on major audience hubs, but also on more affinity sites. It will be supplemented by visibility on social networks including an event with the “Quinté Bus Max” which will travel across France.