Turning “that’s l’Esprit Libre” into an Immersive Brand Experience
The context
As holidays approach, the highly competitive tourism sector enters strategic key periods, marked by crucial autumn and winter booking peaks. To leverage these moments and strengthen its visibility and brand image, Club Med, alongside its agency Mediakeys, partnered with Azerion.
The objective was to deploy an immersive setup for the advertiser’s new campaign, built around the signature “THAT’S L’ESPRIT LIBRE”. This concept embodies the essence of a true getaway, combining moments of relaxation and disconnection with the excitement of discovering new experiences and sports.
The challenge
Faced with a dense media environment and high volumes of brand messaging, user attention is divided, making it increasingly complex to capture their interest. In this environment, the strategic challenge is no longer just to be present, but to successfully emerge and be seen without disturbing internet users in their navigation. The priority for Club Med was to preserve the users’ smooth and non-intrusive browsing experience while working with innovative and interactive formats to ensure strong visibility.
The solution
With this objective in mind, the media strategy was structured into a two-phase branding campaign in 2025 , relying on an approach centered on bespoke creative design and user experience. Prioritizing the quality of interaction over simple space occupation, Azerion’s internal studio designed exclusive, premium formats like Skinz and Mskinz for Club Med that integrated naturally into editorial environments while maximizing user engagement.
The initial phase ran from January to March in France and the UK, focusing on different vacation environments and the All Inclusive offer. The second phase ran from September to November exclusively in France, highlighting Club Med’s sports activities.
To bring these phases to life, the interactive formats included a full-screen mobile experience activated on click, allowing users to swipe through activities, as well as skin formats enabling seamless navigation between different sports.
The results
The campaign successfully deployed innovative, premium formats that integrated naturally into editorial environments across France and the UK, transforming the advertising format into a true brand experience.
Both campaign waves delivered exceptional performance, consistently outperforming the Club Med EMEA exposure benchmark of 167. While the first wave achieved a strong 90% visibility rate, a 0.46% CTR, and an exposure index of 227, the second wave further improved upon these metrics, reaching a 92% visibility rate, a 0.55% CTR, and an impressive exposure index of 249.
About Azerion
Founded in 2014, Azerion (EURONEXT: AZRN) is one of Europe’s largest digital advertising and entertainment media platforms. Azerion brings global scaled audiences to advertisers in an easy and cost-effective way, delivered through their proprietary technology, in a safe, engaging, and high-quality environment, utilizing our strategic portfolio of owned and operated content with entertainment and other digital publishing partners.
Having its roots in Europe with its headquarters in Amsterdam, Azerion has commercial teams based in over 26 cities around the world to closely support our clients and partners to find and execute creative ways to really make an impact through advertising.
For more information visit: www.azerion.com