The creative freedom around podcasts allows
for innovation in the formats offered, depending on the target.
How is it possible to reach, educate and captivate 18-25 year olds on digital ? Faced with a mass of content offered to them daily, it is difficult for brands to stand out. Audio fiction offers a complete experience for advertisers because it :
LMDE has an important preventive role for students.
It seeks to provide advice, information and solutions to young French people, in order to support them during periods that are difficult to manage.
LMDE chose the podcast, in order to reach this volatile target audience that is captivated by this new format.
The problem was as follows : how to tackle taboo subjects related to mental health, addictions, sexuality, daily violence that are affecting more and more young people (lockdown has greatly accentuated this), without causing rejection or using moralising speech?
THE DREAMERS is an audio fiction in 4 seasons, which features a group of 4 friends through the voice messages they leave for each other on a daily basis. We share with them their moods, their rants, their worries, their joys…In short, their life.
The characters mirror the listeners, having profiles similar to the target. There are therefore 4 main characters, 4 personalities, 4 stories and journeys, 4 ways of conveying the brand’s messages…