Groupe FDJ Launch COVID Recovery Marketing Campaign

Groupe FDJ launched its latest national marketing campaign, ‘Et voir la France gagner’ (‘See France Win’), highlighting Française des Jeux (FDJ) roles in helping France recover from the COVID-pandemic.

About the campaign

FDJ’s current national lottery programs promoting the sponsorship of French sports, arts, heritage and culture are introduced in the campaign established by HAVAS Paris.

In addition, the initiative highlights the dedication of the FDJ to improving the social mobility of France and the opportunities for the disabled and the economically disadvantaged.

The campaign opens with the slogan ‘Everyday FDJ works to see France Win’ by fostering unity across its projects as France recovers from the unimaginable events of 2020.

Nathalie Le Garlantezec, Groupe FDJ Brand and Communications Director said: “The National Lottery was established in 1933 to help the ‘Gueules Cassée’ France’s disfigured soldiers returning from the World War 1.

“FDJ is deeply laid in the foundations of France, as a company with an activity presence in all areas, contributing to better society. This new campaign aims to make our values resonate, and to reaffirm our role in the society of today and tomorrow.”

Moving forward

In 2021, FDJ will move its lead creative agency from HAVAS Paris to Publicis 13, a strategically constructed media unit established by Publicis Media to oversee the multi-million advertising account of FDJ.

FDJ will hold the highest promotional budget for France for 2021, acting as the primary sponsor of the Olympic and Paralympic teams in Tokyo 2021 in France.

Further sponsorship obligations see FDJ retain its role as the Tour de France’s lead sponsor and France’s national football team participating in the re-scheduled UEFA European Championships this summer.