After an important developing phase, Puy du Fou struggled reviving itself and faced a decrease in visits due to the sanitary crisis. Its launch campaign of March-April 2022 is deceiving (198 000 visitors as of 1st of May 2022, versus 207 000 in 2019).

In a highly competitive environment, the brand must redefine its strategy, in order to succeed its season launch and meet with an increase in visits and turnover.

In addition, there is a challenge in giving the spectators an understanding of the Puy du Fou experience. With a 92% brand awareness rate, everyone knows Puy du Fou but most people know only its name and can hardly explain what it really offers.

Knowing that word of mouth is the first medium of acquiring new customers, we decided to place the visitors at the heart of our communication territory giving them the first role in telling their experience.

The idea behind this film is to mix two opposite realities : first, the reality of an original Viking battlefield, and secondly the imaginary world of a child relating his experience at Puy du Fou.

The first sequence is worthy of great war movies, and the second one shows a child telling his version of the show he has seen, in his own universe back home.

Between the two sequences, the two universes are superimposed on each other. The link between them is a seahorse bath toy that interrupts the battle scene with a giant version of it coming out of the water and surprising the warriors, and then brings us to the story told by the kid.

The idea was to surprise the spectators and transmit the amazing experience and the emotions felt by the visitors in front of Puy du Fou’ shows.

The campaign results exceeded expectations on a business level and brand awareness and perception.

Historical records of visits and turnover were surpassed.

Business objectives :

+10% of visits (from 19th March to 3rd september 2023 vs same period in 2022)

Historical visits record in one day (+ 30 000 people)

+14% of turnover (from 19th March to 3rd september 2023 vs same period in 2022)

Image objectives :

Top 1% category “Meaningful, Different - Brand Equity” (Kantar survey)

Top 1% category “Offers high quality shows - Communication” (Kantar survey)

Top 2% category “Offers a unique experience - Communication” (Kantar survey)